Something I've realized recently is that I've turned into an old fogey. The fact that I just used the term "old fogey" is one sign of that! What I mean is that I'm old enough that I look at younger generations and I'm just kinda mystified. It was all I could do to get my head around Millenials and what they're all about, when here comes Gen Z, ready to take over! I have Gen Z kids, so I have some clue. They're very much online ... they spend a ton of time on social media and on their phones ... Where the existential threat when I was growing up was nuclear war with the Soviet Union, theirs is climate change. A lot of Gen Zers in the West aren't so sure about capitalism ... The list goes on. All I know is that, if you're a B2B marketer, you're gonna need to understand Gen Z and what motivates them, because before long they're going to be in the workforce in a major way. My guest today is here to help us understand Gen Z and how B2B brands need to be crafting marketing strategies aimed at them. Ian Baer is the founder and chief soothsayer of sooth, a marketing platform and consultancy that helps brands better understand how their prospects and customers make buying decisions. We drill down into what makes Gen Z tick, what motivates their buying decisions, and what B2B marketers need to know to create content that stands the best chance of converting Gen Z prospects into customers. The B2B Content Show is brought to you by Connversa, a thought leadership content agency that helps you create a month's worth of authority building content in 60 minutes.