Know What's Happening in B2B Growth

Gen Z Is Changing Where Marketing Begins, Not Just Where It Ends

Gen Z’s purchasing power is set to hit roughly $12 trillion by 2030, turning the cohort into a primary decision driver rather than a peripheral audience. Marketers now see brand discovery moving from search engines to short‑form social clips on TikTok and Instagram, often before any website visit. Trust is built through peer comments and creator endorsements, challenging traditional brand‑centric credibility. As a result, attribution models strain under non‑linear journeys, prompting agencies to value early exposure and conversation metrics over immediate sales.