New research from Forrester indicates a significant transformation in the business buying environment across the Asia Pacific (APAC) region, driven by a younger generation of buyers and the increasing use of generative AI.
According to the Buyers’ Journey Survey 2024, 71% of APAC business buyers are under the age of 45, and 68% leverage generative AI tools to assess vendors. This shift is reshaping how marketers engage with a digitally native and values-driven audience.
The findings, published in The State of Business Buying in Asia Pacific, 2024, draw from extensive survey data across the region. The report highlights a trend where younger buyers are moving away from traditional, seller-led tactics, instead prioritising diversity, inclusion, and subject matter expertise in their purchasing decisions.
With APAC's intricate cultural landscape and larger collaborative buying groups—often comprising over 30 individuals—marketing leaders are prompted to abandon one-size-fits-all strategies. Instead, they must adopt highly localized, data-driven approaches that resonate with diverse audiences.
Key insights from the survey include:
- Generative AI takes centre stage: A notable 68% of APAC buyers utilise generative AI for vendor research, highlighting a preference for self-service discovery rather than direct engagement with vendors. Marketers are thus encouraged to provide rich, accessible digital content that facilitates independent evaluations.
- Emphasis on values and expertise: A striking 94% of younger buyers express dissatisfaction with their chosen providers, often due to implementation failures or a lack of commitment to diversity, equity, and inclusion (DEI). This demographic is more inclined to connect with vendors based on industry expertise rather than brand legacy, underscoring the need for personalized engagement.
- Larger, more inclusive buying groups: Approximately 18% of APAC buyers report that purchasing decisions involve 30 or more internal stakeholders, the highest rate globally. These decisions typically also include an average of 10 external stakeholders, making targeted messaging across various personas crucial for success.
Mavis Liew, executive partner and principal analyst at Forrester, notes, “The APAC business buying environment is undergoing a generational transformation. Marketing strategies tailored for yesterday’s buyers no longer apply.
"Today’s buyers value expertise, expect personalization, and demand authenticity. To remain competitive, B2B marketers must embrace localized, insight-driven approaches that align with the values and complexities of this younger generation.” Mavis Liew
This research underscores the necessity for businesses to adapt their strategies to meet the evolving expectations of APAC buyers in 2025 and beyond.
