How Distributors Can Win the Loyalty of Gen Z Decision-Makers
There’s a generational shift happening in B2B—and it’s already reshaping how business gets done.
While many Millennials already hold procurement and marketing leadership roles today, Generation Z (born between 1997 and 2012) is beginning to make its mark in the workforce. As the oldest Gen Zers approach their late 20s, they are starting to take on responsibilities such as sourcing vendors, approving budgets, and driving branded initiatives—shaping B2B purchasing decisions in new ways. According to the U.S. Bureau of Labor Statistics, Gen Z will comprise 30% of the U.S. workforce by 2030, and they already wield significant purchasing power—not only in their personal lives but increasingly within the workplace as well.
So, how can distributors in the print and promo space adjust their approach to attract, engage, and retain this rising generation?
Let’s break it down.
1. Digital Expectations Are Non-Negotiable
Gen Z is the first fully digital-native generation. They don’t just prefer digital—they expect it. That means clunky portals, slow responses, and disconnected systems aren’t just frustrating—they may be full-on dealbreakers. Gen Z isn’t going to wait around for a fax confirmation (who even still has a fax machine??) or call into customer service for shipping info. If your digital experience doesn’t live up to expectations, they’ll move on quickly.
What this means for you:
To compete in today’s market, your ordering experience must be seamless, modern, and mobile-friendly. This includes:
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- User-friendly eStores tailored to each customer’s needs and product interests or catalogs
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- Intuitive navigation, search, and product filtering to speed up the process and path to purchase
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- Easy access to order history, reordering tools, and shipment tracking
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- Real-time inventory visibility, where applicable, to avoid backorders and unmet expectations or disappointments
DemandBridge equips distributors to rise to the level modern buyers now require — offering seamless, fully customizable online storefronts, automated workflows, and real-time visibility to support a fully modern, mobile-first buying experience.
💡Pro tip:Gen Z isn’t just comfortable using their phones—they prefer it. In fact, 55% of Gen Zers make significant purchases like travel directly from mobile devices—far more than older generations, and2023 & 2024 trends showed that 32% of U.S. adults shop weekly via smartphone, compared to only 21% via desktop. If your eStore isn’t optimized for mobile, you’re simply not part of the conversation.
2. Purpose and Sustainability Matter
Gen Z wants to do business with companies that align with their values—and sustainability is at the top of that list. They’re more likely to choose vendors that prioritize ethics, environmental responsibility, and transparency.
🌿 They’re also highly vocal. Gen Z is quick to advocate for causes they care about and will use their platforms to elevate brands that align with their beliefs—or call out those that don’t. For example, when fast fashion giant Shein faced backlash over sustainability and labor practices, Gen Z users flooded TikTok and Instagram with criticism, prompting negative media coverage and pressuring the brand to launch a PR campaign—including influencer factory tours—to repair its image.
💡Stat to know:According to First Insight and the Wharton School, 73% of Gen Z are willing to pay more for sustainable products, and 60% say a brand’s commitment to social and environmental causes influences their purchasing decisions.
What this means for you:
As a distributor, you can lead with purpose by:
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- Offering eco-friendly print materials (e.g., soy-based inks, recycled paper)
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- Featuring sustainable promotional products like reusable drinkware, recycled apparel, or biodegradable packaging
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- Promoting partnerships with vendors or other partners that share these values
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- Creating storefront categories for “eco-friendly” or “social impact” items
DemandBridge’s platform allows you to highlight these values within your catalogs and product displays—so clients can shop in line according to their principles, not just their budgets.
3. Curated Solutions Beat Endless Options
While past generations may have enjoyed browsing expansive catalogs and flipping through endless options, Gen Z craves focus. Their preference? Curated collections and purposeful recommendations that make decision-making faster and easier.
🎯 Think about it: Gen Z has grown up with personalized “For You” pages and recommendation engines. They don’t want to search—they want custom-tailored, relevant options delivered to them.
What this means for you:
Rather than overwhelm with too many SKUs, help Gen Z buyers discover what’s relevant:
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- Build seasonal or event-based kits (e.g., employee onboarding bundles, trade show giveaways, client appreciation gifts)
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- Create product collections by department or role (e.g., Sales, HR, Customer Success)
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- Use data on past orders to surface relevant or complementary items
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- Offer customized shopping experiences based on account type or use case
Using DemandBridge, you can manage tailored storefronts that deliver this level of personalization—streamlining the process for buyers and increasing average order value.
4. They Expect Data and Transparency
Gen Z isn’t just browsing—they’re researching, comparing, and evaluating before making a B2B purchase. This generation brings the same digital habits they use as consumers into their roles as professional buyers. They value speed, clarity, and self-sufficiency throughout the purchasing process.
According to Digital Commerce 360 and data from Forrester Research, younger B2B buyers are far more likely than older generations to prefer researching products independently before contacting a sales rep—or skipping going through a rep altogether. These buyers rely heavily on digital channels, reviews, and transparent product data to guide decisions and make purchases fast.
🧠 In short, this group doesn’t want to be sold to—they want to feel empowered, and if your sales process puts obstacles between them and what they need (e.g., pricing, availability, specs), they’ll likely move on to a vendor who’s more upfront and easily accessible.
What this means for you:
Stand out by making the entire buying journey intuitive and insight-driven by offering:
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- Self-service tools with detailed product info, specs, and pricing
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- Real-time dashboards that show order status, inventory, and budget spend
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- Personalized recommendations based on order history and usage
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- On-demand reports to support internal approvals and planning
Digital platforms that enable this kind of transparency and autonomy—especially those that integrate data and storefront functionality—are better positioned to earn Gen Z’s trust and long-term business for years to come.
5. Speed, Flexibility, and Visibility Are Standard
Gen Z recognizes that B2B timelines differ from the instant turnaround of Amazon Prime—but their standards for speed, accuracy, and communication are still driven by a real-time, on-demand world. They’re used to instant updates and full visibility in their personal shopping—and expect no less from workplace vendors.
They value transparency and regular updates over vague delivery windows. Even a minor delay feels less frustrating when it’s transparent and proactively communicated.
Why it matters: A lack of visibility into where their order stands—or when it will arrive—can erode trust fast. Gen Z buyers want to feel in control of the process, even when the timeline is out of their hands.
What this means for you:
To build loyalty and trust, it’s critical to provide:
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- Fast, accurate fulfillment workflows and clearly communicated timelines
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- Real-time tracking updates, confirmations, and delivery ETAs
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- Visibility into stock levels and lead times before purchase
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- Flexible shipping options—including kitting, drop-shipping, or multi-location delivery
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- Prompt updates when delays occur, plus easy ways to get help if needed
DemandBridge supports this with advanced inventory management, automated order communications, and integrations that keep buyers informed every step of the way—so nothing gets lost in the shuffle.
6. Relationships Still Matter —Especially When They Anticipate Needs
Gen Z may prefer digital-first experiences, but they still value strong vendor relationships—especially when those relationships help them solve problems before they arise. They’re looking for partners who don’t just fulfill orders, but anticipate needs and offer smart, strategic solutions.
🧠 Why it matters: Gen Z buyers are highly informed and independent, but they still appreciate when vendors act as forward-thinking collaborators. Proactive support and personalized recommendations signal that you understand their goals—not just their orders.
What this means for you:
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- Act as a consultative partner by identifying trends or inefficiencies before the client notices
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- Share timely recommendations based on order history, seasonality, or product performance
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- Provide helpful content and tools before they have to ask—such as FAQs, usage guides, or reorder prompts
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- Use data to anticipate reorders, low stock issues, or popular SKUs tied to upcoming campaigns
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- Reach out when it’s relevant, not just routine—value-added check-ins always outperform generic follow-ups
DemandBridge enables this kind of high-value relationship with tools that support automated reordering alerts, order insights, product suggestions, and proactive communication with all your partners through a single, online platform —helping your team stay one step ahead and positioning you as more than a supplier.
Gen Z is redefining what it means to be a B2B buyer. Their expectations—now developed from millions of frictionless shopping experiences—demand faster, more tailored, and more open business relationships. For print and promo, it’s not just a generation—it’s a shift in overall strategy.
Distribution partners that adopt these habits will sell more than a sale—they’ll sell long-term loyalty. That means thinking differently about how you present products, service, and use data to build connections, and committing to new technologies that make that happen at scale.
How DemandBridge Helps Distributors Win Gen Z Buyers
At DemandBridge, we’ve built our solutions with the next generation of buyers in mind. Our platform helps distributors modernize operations, deepen customer engagement, and stay competitive with:
✅ Branded, self-service storefronts tailored to each client’s use case
✅ Smart workflows that simplify ordering, approvals, and fulfillment
✅ Real-time data & analytics that drive confident decision-making
✅ Accurate Inventory tools that keep orders accurate and on time
✅ Built-in flexibility for kitting, shipping, and promotional bundles
✅ New tools for personalization, automation & proactive outreach
Whether you’re working with new Gen Z clients or helping long-time customers adapt to their own changing teams, DemandBridge gives you the tools to show up as a strategic partner—every step of the way.
Ready to Reach the Next Generation of Buyers?
Gen Z is no longer the “future” of B2B—they’re already shaping how decisions get made today. And as their influence grows, so will their expectations. Print and promo brands that act now—digitizing their storefronts, embracing sustainability, and delivering proactive service—will be the ones that earn their trust and stand out from the competition.
Let’s talk about how DemandBridge can help you pave the way—so you’re ready for whatever may come next. Fill out our easy, online contact form and let’s connect!
