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What is Generational Preferences

Chapter 6
A Critical Examination of the Recent Evolution of B2B Sales
Generational preferences refer to the unique attitudes, behaviors, and values shared by individuals of a particular generation. Generations, such as Baby Boomers, Generation X, Millennials, and Generation Z, may exhibit distinct preferences based on the historical and social context in which they grew up (OpenAI, 2023 AU15: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Published in Chapter:
Generation Preferences and the Future of Work
Copyright: © 2024 |Pages: 17
DOI: 10.4018/979-8-3693-0348-1.ch006
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.
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