The new power players in B2B are here.
Millennials and Gen Z now make up the majority of buying committees, reshaping how decisions get made. They’re researching earlier, engaging on their own terms and making it clear how they want brands to show up.
In this post, we’ll look at how the next generation of professional buyers is discovering, evaluating and acting on LinkedIn. And why video is fast becoming the language of trust.
Meet the New B2B Buyer
Millennials and Gen Z have both hands on the wheel and are confidently driving the decisions that matter.
Millennials now make up the largest share of buying committees, with Gen Z not far behind – and their influence is growing. According to LinkedIn research, 59% of business decision-makers are Millennials, and another 29% share in decision-making alongside colleagues. Even Gen Z, many of whom are still early in their careers, is starting to hold more influence than you might expect.
These findings, from research conducted by LinkedIn and Magna, show just how distributed influence has become, with Millennials leading across all categories of buying power and Gen Z already playing a meaningful role in shaping decisions.
In fact, Gen Z is the fastest-growing demographic on LinkedIn, with their engagement rising sharply: up 71% year over year. They’re forming more connections than any other generation, and when it comes to content, they gravitate toward video-watching 82% more and engaging 64% more than the average LinkedIn member.
That kind of activity signals a shift in how influence flows within B2B organizations. To reach this rising cohort of decision-makers, marketers will need to adjust how they show up. The same tactics that worked a few years ago may no longer resonate with buyers who expect faster insights, greater transparency and content that feels built for them.
How to Win With Millennials and Gen Z Buyers
Trust is a key driver of performance, and video is one of the fastest ways to build it. According to LinkedIn’s B2B Benchmark research, 94% of marketers say trust is critical to long-term success. That’s especially true with younger buyers, who are more likely to respond to authentic, peer-driven content than traditional brand messaging.
Video helps brands feel more credible and human — especially when it features real people. Creator-led content and customer perspectives carry more weight than polished product overviews. For Gen Z, trust often builds through peer validation, active exploration and content that invites participation.
Format matters: Short video drives action
LinkedIn research shows 88% of business decision-makers have considered a purchase after seeing a LinkedIn CTV ad. And nearly three-quarters of sole decision-makers took action within a week. Millennials are especially receptive to video: they’re 80% more likely to engage with B2B ads compared to older generations.
Short-form video is one of the strongest predictors of receptivity. The most effective content is clear, concise and directly tied to business outcomes.
What does this mean for marketers?
To win emerging B2B decision-makers, you must:
Lead with real voices. Creators, customers and experts build trust faster than corporate narration.
Show business value quickly. Attention is limited, especially on mobile. Land your message in the first few seconds.
Keep the tone conversational. Younger buyers respond to content that feels relevant and human, not overly produced.
Design for discovery. Include a clear next step-but don’t over-engineer it. Trust builds across touch points.
Millennial and Gen Z buyers expect more than information. They’re looking for content that respects their time. The brands that meet that bar will earn influence earlier and move deals faster.
Why LinkedIn Is the Platform of Choice
When professionals want to learn, evaluate or connect around work, they come to LinkedIn. That intent-rich environment gives B2B marketers a unique advantage: people show up ready to engage with business content.
And they’re staying engaged. LinkedIn’s younger audiences are especially active, with video viewership up 35% year over year for Millennials, and up 60% for Gen Z. These members are engaged with the content, too: they respond to it, share it and use it to shape their thinking.
That engagement extends beyond the feed. CTV viewership is nearly universal, with 94% of LinkedIn users watching ad-supported streaming content. Through the LinkedIn Audience Network, brands can reach the same professional audience across trusted CTV inventory, amplifying campaigns with consistent, targeted messaging across formats and screens.
Whether they’re on a mobile scroll or a living room screen, buyers know when messaging fits the context. LinkedIn helps ensure it does.
What This Means for Your Brand
Younger buyers are already shaping how decisions get made, long before a form fill or sales conversation.
That discovery process is unfolding across formats and screens. Whether it’s short-form video in the feed or a message delivered via CTV, professional attention is shifting toward content that feels credible, clear and timely.
For marketers, the opportunity is twofold: build trust through consistent, human-centered messaging, and meet buyers where they’re already tuned in. LinkedIn helps you do both with the right audience, the right context and the creative tools to stand out.
This next generation of decision-makers is already in the room. The question is: will your brand be part of their conversation?
Supercharge your next campaign with LinkedIn’s AI-powered targeting, advanced attribution, brand lift tools and more.