Research briefing · Analysis by Fox Tucker
LinkedIn® research published in September 2026 makes two points that B2B marketers should consider together: younger professionals are becoming more influential in buying decisions, yet many feel disconnected from the people and expertise that could help them.
The study covered more than 18,000 professionals and 6,000 marketers. LinkedIn® reports that 89 percent of B2B marketers believe future growth depends on influencing Gen Z and Millennial decision-makers. It also identifies short-form immersive video and content from expert voices as leading ways to engage Gen Z buyers.
Why this matters beyond a generational campaign
The easy response would be to treat this as an instruction to make content younger, faster or more informal. That misses the more useful finding. These buyers are not simply asking brands to entertain them. They are looking for access to credible people, useful knowledge and professional connection.
For established B2B companies, that strengthens the case for connecting the Company Page with the people who hold genuine expertise inside the organisation. A corporate Page can establish the official position, but named specialists and leaders make that knowledge easier to trust and understand.
The Company Page implication
Company Page content should do more than broadcast finished announcements. It can introduce the people behind a project, explain how decisions were reached, surface specialist knowledge and give emerging buyers a clearer route into the organisation.
That does not require turning every employee into a creator. It requires identifying the relatively small number of people whose experience genuinely strengthens the company’s public evidence. Their contribution might appear through quotes, video, collaborative posts, articles or thoughtful comments.
Leaders Social assessment
The strongest lesson is not that every B2B brand needs a separate Gen Z content strategy. It is that professional authority must be made accessible. Buyers who are early in their careers may have less confidence approaching senior people directly, but they can still learn from the evidence those people publish.
A well-managed LinkedIn® presence can close some of that distance. The Company Page provides continuity and context; visible experts provide the human credibility. Together, they make the organisation easier to understand before a buyer ever starts a conversation.
Original source
LinkedIn® Corporate Communications published LinkedIn® Research: Gen Z Professionals Are Becoming Key Business Decision Makers Yet 72% Lack Confidence to Turn Contacts into Career Opportunities on 2 September 2026.
