Generation Preferences and the Future of Work

Abstract

Research has shown that the North American B2B e-commerce market is set to surpass US$4,900 billion by 2026. Any discussion of B2B selling must include a look at the characteristics of the buyers and the tactics that sellers might use. B2B sellers must recognize the generational preferences of the buyers. Different age groups have different preferred ways of interacting, different experiences, and different feelings about the use of technology. The recent COVID-19 pandemic has changed how society conducts business.