Forrester’s latest report, “The State Of Business Buying In Asia Pacific, 2024,” reveals significant changes in the business buying landscape across APAC, with a generational shift showing 71% of business buyers now under the age of 45.

The demographic change is influencing the way businesses evaluate and select vendors, with 68% of these younger buyers utilising generative AI in their decision-making processes.

The report underscores a move away from traditional seller-led tactics towards more consultative and personalised engagement. This shift is reflected in the composition of buying groups in the region, which often include over 30 internal and 10 external stakeholders. Notably, 18% of APAC buyers report that their purchase decisions involve 30 or more people internally, marking the highest level of internal stakeholder involvement globally.

Forrester’s Buyers’ Journey Survey 2024, which forms part of the report, includes responses from business buyers across the APAC region and compares their behaviours with those in Europe and North America. The findings suggest that APAC buyers are increasingly prioritising localised, data-driven marketing strategies to meet their needs.

Mavis Liew, executive partner and principal analyst at Forrester, said: “The APAC business buying environment is undergoing a generational transformation. With younger, digitally-native fluent buyers in the majority, marketing strategies built for yesterday’s buyers no longer apply. Today’s business buyers value expertise, expect personalisation, and demand authenticity – it is no longer just about product dominance. To stay competitive, B2B marketers must embrace localised, insight-driven approaches that speak relevance and align to the values, expectations, and complexity of this younger generation. It’s time to stop selling and start connecting.”

The report also highlights a significant level of dissatisfaction among younger buyers, with 94% expressing dissatisfaction with their selected providers. The reasons cited include implementation failures and a perceived lack of commitment to diversity, equity, and inclusion (DEI) initiatives.