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  • Crystal Bedell

What B2B tech content marketers need to know about Gen Z

A recent study on Generation Z’s attitudes about technology makes one thing very clear: Content will continue to reign for the foreseeable future.

The study, conducted by The Center for Generational Kinetics on behalf of WP Engine, defines Gen Z as that portion of the population born between 1996 through the mid-2000s. As digital natives, this group has never known a world with the Internet, and that has profound implications on how they relate to digital. Case in point: 64% of survey respondents would rather have unlimited access to the Internet and no college degree than a college degree and no access to the Internet.

"[T]o effectively engage with Gen Z," says Mary Ellen Dugan, Chief Marketing Officer at WP Engine, "[brands and marketers] must embrace new technologies, experiment with new forms of communication, and internalize the nuances of how Gen Z seamlessly blends the analog and digital worlds."

Before you dismiss these trends as not applying to B2B tech, consider this: according to the study, Gen Z is expected to be the most entrepreneurial generation in history, with 64% planning to start their own business. Furthermore, that business is more likely to be a tech business than a retail business. The oldest members of this generation are currently in their early 20s—and poised to start those tech businesses.

So, how can you tailor your content for this new tech buyer, while continuing to engage older generations? The research shows that 26% of Gen Z prefer to be entertained by a company’s online content. Gone are the days of dry white papers and other marketing material. And, thank goodness for that. Dry content is as fun to create as it is to consume. However, 92% of Baby Boomers still prefer to be informed by online content. The takeaway: technology marketers should focus on creating white papers, case studies, ebooks, etc., that both entertain and educate.

The study also reinforces the importance of regularly publishing content, as 82% of Gen Z are more likely to purchase from a company that provides consistent and relevant content, including videos, blogs, and social media posts. If you’re not already publishing a variety of content on a regular basis, it’s time to do so. Fifty-five percent of Gen Z can’t go more than five hours without Internet access. Online content is the key to getting their attention.

Other interesting findings from the study

  • 69% of Gen Z are more likely to buy from a company that contributes to social causes

  • 66% of all Americans would start their business online first, proving that most new companies will be a tech company at heart

  • Authenticity is critical: 79% of Gen Z trust a company more if the images they use are not altered, and 84% trust a company more if they use actual customers in their ads

  • 80% of Gen Z believe that with biometrics, Internet authentication will be done without keyboards

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