In 2024, businesses across various sectors have more access to data than ever before. Insights into customer demographics, behaviours, and emerging trends provide valuable opportunities to refine strategies and better understand audiences. However, access to data is only part of the picture. How decisions are made is changing, with new generations, such as Gen Z entering the workforce, bringing evolving values with them. Organisations must adapt their approaches to stay competitive and relevant.

A multi-generational shift in decision-making 

Today, decision-making processes often involve multiple generations, each with distinct priorities and expectations. This is particularly evident in industries like technology and professional services, where teams from different generations shape decisions. Organisations now need to navigate a landscape influenced by three groups across the decision making journey : 

• Gen Z as junior researchers and early adopters
• Millennials driving recommendations and budget approvals
• Boomers overseeing final decisions in leadership roles 

For Gen Z, authenticity and transparency are essential. Analytical and pragmatic, they focus on truth-seeking and values-driven engagement when making decisions. 

Understanding the role of decision influencers 

Decision influencers – those who don’t make the final call but play a crucial role in the process – are a familiar concept in business-to-business communications. These individuals, whether junior team members or external advisors, act as gatekeepers of information and perspectives. 

In industries like real estate, influencers may be researchers evaluating ESG strategies or marketing leads crafting campaigns to position developments. In tech, influencers could be junior developers exploring new tools or ecosystem managers shaping perceptions of innovation hubs. 

To engage these influencers effectively, brands must consider not just the content of their messaging but also its tone and delivery, ensuring alignment with generational expectations and values. 

Key strategies for success across industries 

1. Prioritising sustainability 
Gen Z’s focus on ESG values is clear. For professional services firms, this might mean showcasing green building certifications or low-carbon operational strategies. In tech, it could involve demonstrating how new technologies contribute to societal and environmental benefits. 

Organisations such as our client igloo exemplify this approach by embedding sustainability into their operations, positioning them well to resonate with the next generation of influencers who are increasingly focused on shared values. 

2. Offering self-service options 

Autonomy is a key feature of Gen Z’s decision-making. They expect robust self-service tools to aid their research and engagement. Whether through interactive dashboards in tech or tenant-focused platforms in real estate, brands should provide accessible, comprehensive resources that engage this generation.

3. Building and maintaining trust 
In an era dominated by digital interactions, trust is crucial. Transparency in pricing, clear communication about processes, and authentic storytelling are key to building credibility with decision influencers and senior stakeholders alike. 

For example, case studies showcasing innovative projects or community-driven development strategies can demonstrate tangible results, strengthening trust among potential clients and partners. 

Communicating in the digital age 

How businesses connect with their audiences must evolve to reflect these changes. This includes using tools and platforms that foster genuine engagement. Vibrant online communities, engaging social media content, and thought leadership pieces are essential components of modern communication strategies. 

Looking ahead 

The rise of Gen Z as a decision influencer represents more than just a generational shift – it’s a transformation in how businesses communicate, engage, and build trust. By embracing sustainability, enabling autonomy, and encouraging transparency, organisations can position themselves as leaders, ready to inspire and connect with the next generation of decision-makers.