New research from LinkedIn suggests that winning the next generation of customers may depend less on advertising budgets and more on trust, credibility and professional networks, as Gen Z grows in numbers and plays an increasingly influential role in purchasing decisions.
Nearly nine in ten (88.2%) Singapore B2B marketers surveyed said their company’s future growth depends on influencing younger decision-makers, while 79.6% said Gen Z buyers are more likely to consider a brand when it has been recommended or validated by someone in their professional network.
Nearly four in ten (38.4%) marketers said sharing expertise and thought leadership from founders and employees is the most effective way for small businesses to win new customers, compared with 13.8% who pointed to paid advertising and brand awareness campaigns.
As more young Singaporeans launch businesses, startups and side hustles, the research suggests that credibility may be a stronger growth lever than marketing spend.
“It’s not that Gen Z isn’t paying attention, they’ve raised the bar for what earns their trust,” said Davang Shah, VP of Marketing at LinkedIn.
“Today’s buyers look to their community of peers and experts to help them make decisions, and that’s why focusing on just visibility without credibility in your marketing strategies falls short. Right now, there is no more valuable currency in the world than trust. The brands that win will show up creatively, through the people and channels their audiences trust most.”
According to LinkedIn, the findings could also be particularly relevant for Singapore’s next generation of entrepreneurs. As more young Singaporeans launch businesses, startups and side hustles, the research suggests that credibility may be a stronger growth lever than marketing spend.
Censuswide conducted the research with 6,196 B2B marketers at junior manager level or above across the UK, Saudi Arabia, UAE, Australia, US, Netherlands, India, Singapore, France, Germany, Italy, and Brazil. Data was collected between July 21 and August 6, 2026.
Highlights from the Singapore Findings
Younger buyers are becoming a business growth priority
- 88.2% of B2B marketers say their company’s future growth depends on influencing younger B2B decision-makers such as Gen Z and Millennials.
- 79.6% say Gen Z buyers are more likely to consider a brand when it has been recommended or validated by someone in their professional network.
Trust is becoming a competitive advantage
- 77.4% agree brands must show up in trusted professional networks to prove credibility.
- 79.2% agree brands with active professional communities have an advantage in how buyers discover and evaluate them.
- 75.6% agree active professional networks have become more important than audience size or reach.
Human expertise matters in the age of AI
- 74.4% agree brand credibility is becoming more important than brand visibility.
- 71.6% agree buyers trust human expertise more than AI-generated content.
- 58.2% say they rely on their professional network more today than they did two years ago to understand AI-related changes affecting their work.
- 68.8% rely on their professional network at least weekly to understand AI-related changes affecting their work.
Expert voices are influencing business decisions
- 40.0% say content from expert voices is one of the most effective content formats for engaging Gen Z buyers.
- 37.6% say content from expert voices is among the most effective ways to influence Gen Z buyers evaluating a brand.
- 43.8% say content from trusted expert voices is among the most effective ways to demonstrate marketing effectiveness.
- 43.8% say expert voices have the greatest impact during the consideration stage of the marketing funnel.
- 50.8% say expert voice content is more effective than traditional campaigns at moving buyers from awareness to consideration.
What this means for Singapore’s next generation of entrepreneurs
- 38.4% say sharing expertise and thought leadership from founders and employees is the most effective way for a small business to win new customers.
- Only 13.8% say paid advertising and brand awareness campaigns are the most effective way for small businesses to win new customers.
- 37.2% say professional networks help small businesses scale by building trust and credibility.
- 28.0% say professional networks help small businesses connect with potential partners.
What makes brands credible to Gen Z professional audiences?
- 45.8% say customer success stories and testimonials are most effective for building credibility with Gen Z professional audiences.
- 41.4% point to employee voices and subject matter experts.
- 38.0% point to executives sharing expertise and perspectives.
- 26.6% say participating in relevant industry conversations is effective in building credibility.
- 26.2% say sharing practical insights that help people do their jobs better is effective in building credibility.
- Only 13.8% cite strong brand awareness and reach.
- Only 7.8% cite appearing prominently in AI-powered search results.
- Only 4.0% cite having a large social media following.
Looking ahead: where marketers are investing
- 47.4% expect their organizations to increase investment in AI search optimization over the next 12 months.
- 40.0% expect increased investment in content from expert voices such as employees, creators and thought leaders.
- 37.2% expect increased investment in community engagement and participation in industry conversations.
- 36.4% expect increased investment in SEO and traditional search optimization.
- 33.4% expect increased investment in customer advocacy and reference programs.
