As Gen Z steadily enters the workforce, with a predicted 25-30% presence globally, their influence is quietly reshaping how B2B brands present themselves, especially on platforms like LinkedIn.
Once famous for its resumes and corporate talks, LinkedIn has evolved into a platform where brand personality and leadership visibility directly shape its perception. Needless to say, Gen Z is accelerating that shift.
According to LinkedIn’s 2024 B2B Institute Report, Gen Z represents over 20% of the platform’s global user base. While they may not be primary decision-makers yet, they are active participants in research, internal influence and employer evaluation. This generation values a humanised approach, transparency, and expects the same standards from B2B content as they do from consumer brands.
More tellingly, almost 70% of Gen Z professionals say they trust a brand more when they see the people associated with it. That statistic alone signifies a major shift, signalling how quickly brands need to adapt to the growing Gen Z user base. Faceless, overly perfected brand communication may instigate some apprehensions, as Gen Z continue to engage with content that feels informational yet human.
How B2B marketers can adapt to this shift:
- Thought leadership and Personal Branding: Employee advocacy, supported by leadership visibility, are emerging as key drivers of reach and relevance.
- Adaptive Content: Static, single-image content and jargon-heavy PDSs are losing ground to concise carousels, video shorts, and humanly crafted thought leadership posts.
- Discoverable Designs: Gen Z professionals often explore the brands on mobile and through a content-first approach. Hence, design plays a crucial role in the exploration of content.
Marketing Essentials Lab has helped B2B brands create content systems that meet audiences where they are, while evolving alongside them. We’re actively crafting data-driven strategies for ‘now,’ while staying ahead of what’s next.
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