Mind the (generational) gap. Dimensions of Demand Gen 2026: Generational Report.

We surveyed 1,500 B2B buyers across the globe to unpack how different generations actually buy today, from AI habits to content preferences to what really builds trust. Here’s what we found... 

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Different generations,
different buying habits.
And it's reshaping how decisions get made.

To understand what’s really driving today’s B2B buyers, we uncovered how different generations think, research, and choose. 

This report breaks down generational buying behavior, covering topics like: 

  • How upbringing influences decision-making and risk tolerance

  • The role AI plays across different generations

  • Which content formats actually capture attention

  • Where generational habits diverge and where they overlap

And more.

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A peek inside
of the report.

%
of Gen Z are very confident in AI outputs compared to 24% of Boomers.
%
of Gen X hold C-suite titles (overtaking Boomers from last year).
%
of Millennials say that clear ROI influences them to remember a vendor when they're not buying.
#
most-used channel across every generation in their personal time is YouTube.

Click. Connect. Convert What happens after the click?
We'll show you.

With Programmatic Nurture™, you can follow every step your leads take-from the first impression to that final form fill. it's full funnel visibility, minus the guesswork.

Learn more.

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