Gen Z is reshaping the B2B software buying process, according to TrustRadius’s 2025 Buyer Research Report. The study reveals that this generation now surpasses Boomers in influence and leans heavily on generative engine optimization (GEO) and social proof when making purchasing decisions. With higher trust in AI-generated content and stronger reliance on peer reviews over vendor relationships, Gen Z buyers are driving a shift toward transparency, authenticity, and data-backed ROI in software marketing.
Coverage by Sherry Chiger at Chief Marketer
