#digital-first

#digital-first

Gen Z may be the most tech-savvy generation in the workforce, but when it comes to understanding their benefits, many are still lost in translation. Thirty-percent of Gen Z employees don't enroll in employee-paid benefits because they don't understand them, according to research from financial investment management and insurance company Principal Financial Group. Another 50% admit they use social media like TikTok and Instagram to learn about benefits - bypassing their HR and benefit leaders entirely.

The pandemic years reshaped B2B marketing in ways few could have predicted. Emergency pivots that were implemented to keep business moving have evolved into lasting shifts in how companies connect, persuade and build trust. Traditional tactics once considered untouchable are giving way to digital-first, human-centered approaches that prioritize flexibility and authenticity. Buyers have changed too-now preferring to do their own research on hybrid channels that balance efficiency with human connection.