By Anna Heyes, CEO of integrated marketing and communications agency, Active Profile
In 2024, businesses have had more access to data to inform decision making than ever before – from customer demographics to online behaviour, which helping them to gain a deeper understanding of their audience.
However, decision making is changing. New generations are emerging, values are evolving, and businesses are scrambling to rethink their approaches.
According to Neilsen, Gen Z’s spending power is set to grow to an estimated $12 trillion in the next five years, meaning that this generation will have a significant influence on everything that marketers and communications professionals should be doing.
Decision influencers
In the world of B2B communications, marketers are no stranger to dealing with decision influencers – defined as audiences who may not have the authority to make a final decision but can influence the process – such as a junior member of the team, researching options before presenting back to their superior.
However, the changing demographic means brands could now be dealing with three generations of decision makers – Gen Z at influencer level, Millennials at initial sign off, and boomers in senior positions – and each need to be communicated with differently.
For example, with Gen Z, the search for the truth is at the root of their behaviour – they are more pragmatic and analytical about their decisions, with 65% saying that they value knowing what’s going on and being in control, according to McKinsey.
At the recent Web Summit conference in Lisbon, Portugal, communicating with Gen Z was a key topic. In his keynote speech “Everything is influenced”, Stevie Johnson, Managing Director of Disrupt Marketing, said that data-driven decisions aren’t enough – Gen Z audiences are bombarded with options, they research thoroughly, and their decisions are swayed by influencers, friends and communities. He said that brands must consider the ‘why’ when driving decisions.
What does this mean for brands?
Priorities are shifting, and marketers must now consider transparency in dealing and communicating with decision makers. Younger influencers respond to authentic, value-driven communication.
Corporate social responsibility needs to be at the forefront of your communications strategies, as Gen Z decision influencers are more likely to align with businesses that match their own social values – a study by First Insight found that 73% of Gen Z would pay more for sustainable products. For marketers, this means the narrative isn’t just about what you sell, but the story behind how products and services are created.
Autonomy is also a strong theme emerging, with Gen Z indicating a strong preference for self-service in research and purchasing. A 2023 report by Gartner found that over half of Gen Z said that if they were unable to resolve issues through self-service, they would lessen their use of the service or product. That means brands now must offer robust online resources, from FAQs to product videos and comparison tools, to cater to the autonomous decision maker.
In the age of digital, trust is the most valuable currency. Gen Z influencers need transparency and authenticity from the brands they engage with – including clear and accessible pricing information and outlined sustainability practices. To cultivate trust with these audiences, brands should create open communication channels within their marketing, and foster a sense of community around the brand, through social media and content.
It’s clear that the rise of Gen Z as a decision influencer in the workforce, is not just a shift in demographics, but also a transformation in how businesses connect, engage and build trust. Companies who are able to embrace this shift in 2025 will shape a lasting legacy that sets them up for success as these audiences move into a decision maker role.
The convergence of tech and brands 