The State Of Business Buying In Asia Pacific, 2024

The business buying environment in Asia Pacific (APAC) is complex due to factors like regional heterogeneity and a pronounced skew toward younger buyers; 71% of business buyers in APAC are under 45. This demographic shift requires a critical reassessment of traditional marketing strategies, as the preferences and behaviors of younger buyers typically differ from their older counterparts. AI further complicates the buying journey; marketers must adapt their approaches to effectively engage a technologically sophisticated audience of digital natives. This report uses data from Forrester’s Buyers’ Journey Survey, 2024, to gain insights into how to market to business buyers in APAC.