Marketing
Embracing a new generation of buyers
Glamour met game-changing strategy as Cannes Lions proved B2B isn’t business as usual—it’s bold, youthful, and transformative
Cannes has long been known as a hotspot for glamour, film, and networking, but this year, the city’s vibrant energy has spilled over into the B2B arena. The recent Cannes Lions International Festival of Creativity showcased a bigger turnout than ever, with industry leaders and marketers gathering to reimagine the future of B2B communication and commerce. A key insight emerging from the event is that 71% of B2B buyers are now Millennials or members of Generation Z—a demographic shift that is setting the stage for a fundamental transformation in how businesses approach their markets.
For decades, traditional B2B operations relied heavily on long-established practices—face-to-face meetings at exclusive or informal settings, such as golf courses, and carefully curated communications designed by sales teams. However, with Millennials and Gen Z now taking centre stage, these old models are rapidly becoming obsolete. The new generation seeks authenticity, which is now more critical than ever in communications and content, along with engagement and real-life insights rather than scripted interactions. They value peer reviews and authentic customer reviews, preferring to speak to your customers rather than your sales people, and seeking unfiltered experiences over polished pitches.
The implications are profound. Marketers must now pivot away from the old guard of business communication towards strategies that highlight transparency and authenticity. It is no longer sufficient to simply create compelling content; that content must now foster real relationships by resonating on a personal level with an audience that grows increasingly skeptical of overtly sales-driven narratives.
Rethinking communication strategies for a new era
The transformation of B2B is not merely a demographic shift—it represents a wholesale change in how companies communicate. The successful businesses of tomorrow will be those that understand the nuances of social proof, integrated peer reviews, and authentic influencer campaigns. Instead of relying solely on sales professionals to convey a company’s message, firms are now encouraged to let their customers and actual product users tell their stories.
This approach is emblematic of an evolving market where genuine dialogue replaces traditional sales jargon. Brands are urged to embrace a multi-channel approach, incorporating social media, authentic video testimonials, and interactive digital content that invites consumers to engage in a two-way conversation. The goal is clear: create content that not only informs but also builds trust and credibility with buyers who have an innate desire to relate to and learn from the real experiences of their counterparts.
Rise of digital engagement
Historically, many B2B relationships were cultivated on the back of golf courses and during leisurely business dinners where trust was built over shared experiences. This era of networking, once considered essential to sealing the deal, is now in a state of decline. The modern B2B buyer, shaped by an era of digital interconnectivity, no longer deems these traditional venues as the optimal setting for making pivotal business connections.
Instead, digital platforms have taken centre stage, offering real-time communication that transcends geographical limitations. Virtual events, webinars, and online networking sessions provide a dynamic way for professionals to connect, exchange ideas, and make decisions in an increasingly fast-paced business environment. This shift is not just a matter of convenience but a strategic realignment towards meeting buyers where they are—online, informed, and ready to engage on their own terms.
Authenticity and empathy
At the heart of this evolution in B2B marketing is the concept of authenticity. The days of overly polished presentations and detached corporate messaging are fading. Today’s buyers, particularly those among Millennials and Gen Z, demand a level of transparency that humanizes a brand and fosters a genuine connection.
Authenticity in content, communication, and customer engagement is becoming the new business currency. Companies are rethinking their public relations strategies by placing a higher value on peer reviews and user-generated content. This paradigm shift means that the narrative now belongs to the customers themselves. Marketing teams are increasingly investing in strategies that allow for a co-creation of content with their audience, ensuring that every piece of communication carries an element of real-life experience and trust.
The insights gleaned from Cannes underscore a huge revolution that is likely to define the next five to ten years in B2B marketing. The melding of digital innovation, a younger demographic, and the demand for authenticity is not just a temporary trend—it’s a huge revolution that is set to redefine industry norms. Companies that wish to thrive in this new environment must be willing to adapt quickly, embracing strategies that prioritize genuine engagement over traditional sales tactics.
Business leaders need to recognise that the dynamics of B2B are evolving. The infusion of Millennials and Gen Z into the buying process represents a seismic shift in expectations, behaviours, and the overall dynamics of business interactions. By prioritising authentic content, leveraging digital channels, and centring customer voices, companies can build stronger, more resilient relationships with their audience.
As the B2B landscape continues to transform, the narrative is clear: authenticity, transparency, and digital connectivity are no longer optional—they are indispensable. Companies that can harness the power of this new approach will not only capture the attention of today’s buyers but will also lay the foundation for long-term success in an ever-changing, digitally-driven world.
