Provide a short caption or description of your featured image: Gen Z is transforming B2B communication

Gen Z Is Changing Rural B2B Marketing. Are You Ready?

Cassie Jo Arend, Ag Account Manager

After nearly 20 years in agricultural communication, I’ve seen my fair share of trends come and go. But what’s happening now feels different.

Generation Z—the first fully digital generation—is stepping into the workforce. They’re not just interns or entry-level hires. They’re managing research projects, influencing purchasing decisions and bringing new expectations that are already changing how we market to rural and agricultural audiences..

This year, Gen Z is expected to control over 40% of global customer spending, and make up 27% of the workforce, which means their influence on B2B marketing is no longer just a future prospect. It’s happening now.

While traditional B2B strategies still have a place, it’s time for communicators and marketers to adjust the approach.

A Digital-First Mindset

Gen Z grew up with smartphones in their hands. They expect answers fast and content that’s easy to access on the go. That means long-form brochures, clunky websites and static sell sheets won’t hold their attention.

If you’re trying to reach this audience, think smaller—literally. Short-form videos that explain how a product increases yield or improves soil health are more effective than detailed spec sheets. So are behind-the-scenes clips from the field and quick interviews with farmers and rural residents who have actually used your product.

If your B2B content isn’t easy to find and easy to understand, you’re already losing ground.

Consider building your outreach around:

  • Short, useful videos explaining product features or results

  • Real-time demos posted to Instagram or LinkedIn

  • Peer testimonials from people they trust

Authenticity matters. In fact, about 85% of Gen Z consumers trust peer recommendations more than traditional advertising. This is why Virtual Farm Trips are so popular throughout the country.

Values Drive Decisions

If there’s one thing Gen Z doesn’t tolerate, it’s fluff. They want to know who you are, what you stand for and how your work makes a difference. They’re not just asking what your product does; they’re asking why it matters.

In agriculture, that means leaning into the bigger picture:

  • How does your product improve soil health or reduce input costs?
  • Are you supporting sustainable practices or regenerative ag systems?
  • What are you doing for the communities you serve?

It’s about credibility. If your brand values align with theirs, they’ll pay attention.

Social Media Is Professional Now

We used to treat LinkedIn as the only “safe” place for business content. But Gen Z blends personal and professional spaces in ways we haven’t seen before.

They might hear about your product on TikTok. They could watch a demo on YouTube, then compare reviews in a Discord (a social messaging app) group or Facebook community.

To meet them where they are, think about:

  • Platform-specific content that fits naturally into their feed
  • Interactive tools like polls, Q&As and “ask me anything” sessions
  • Simple storytelling that lets real customers do the talking

Relationships Still Matter. They Just Look Different.

This generation still values relationships. They just build them differently. They want real conversations, not polished sales pitches. They want to collaborate, not be sold to.

That means:

  • Show them how your product helps their operation.
  • Be honest about what it can’t do.
  • Follow up with something valuable, not just another email.

Final Thought

Gen Z isn’t the next generation of ag and rural professionals. They’re already here shaping how decisions are made and who will be trusted.

It’s time to meet that moment. That means shorter content, sharper storytelling and a lot more listening.

 

Let me know if you’d like help turning these insights into content that connects. I’ve got ideas (and coffee).