Retail has undergone a seismic transformation driven by influencer marketing and platforms like TikTok.
Traditional sales events, such as Black Friday, have lost much of their significance as Gen Z prioritises authenticity and creativity over conventional promotions. This trend has reshaped B2C commerce, but could it also disrupt B2B industries, where traditional practices like tenders and bidding dominate?
The commercial interiors sector, steeped in project-based workflows, is a prime candidate for such upheaval. As Gen Z—and soon Gen Alpha—take the reins in professional environments, their digital fluency and expectations for personalisation, speed, and transparency may well redefine how business is conducted.
Could B2B commerce see a similar revolution? And if so, how might the commercial interiors industry adapt?
How Influencer Marketing Could Transition to B2B
Influencer marketing has historically thrived in B2C markets where emotional connections and authenticity are paramount. Yet, the underlying principles could easily translate to B2B, particularly in the commercial interiors sector.
From Celebrities to Micro-Influencers
Unlike B2C, where celebrity endorsements are commonplace, B2B would benefit from micro-influencers—professionals with niche expertise. Architects, interior designers, and workspace consultants with strong industry reputations could showcase commercial interiors solutions, lending credibility to brands while reaching highly targeted audiences.
Educational Content as a Driver
B2B decisions are often more complex than consumer purchases, involving technical specifications, ROI analysis, and multiple stakeholders.
Influencer marketing in this realm might focus on educational content, such as product demonstrations, material durability tests, or the integration of sustainability certifications like Cradle-to-Cradle. Platforms like LinkedIn, TikTok, or YouTube could host engaging, knowledge-rich content tailored to B2B audiences.
Leveraging Community Influence
Community-building is another natural evolution. B2B buyers increasingly rely on peer recommendations and social proof, which could lead to platforms or forums where industry professionals share reviews and insights about suppliers, products, or services. Influencers could facilitate these conversations, further driving trust in certain brands.
The Gen Z Effect on B2B Commerce
Gen Z is already reshaping workplace expectations, bringing their digital fluency, preference for transparency, and emphasis on sustainability into the professional sphere.
Their influence could fundamentally alter B2B procurement in several ways:
1. Digitally-Driven Decision Making
Gen Z expects intuitive online interfaces and real-time interactions, even in professional contexts. B2B companies may need to embrace user-friendly digital platforms, integrating features like augmented reality (AR) to visualise office layouts or interactive product configurators for customisation.
2. Value Alignment
Sustainability and ethical production are non-negotiable for many in this generation. B2B businesses might find success by highlighting eco-friendly manufacturing processes or recyclable materials, promoted by influencers who share similar values. For example, influencers could document the lifecycle of Cradle-to-Cradle certified furniture to build trust and appeal to conscientious buyers.
3. Demand for Transparency
Social proof and transparency drive trust among Gen Z decision-makers. This could push B2B companies to make supply chains more visible, backed by influencer-led campaigns demonstrating brand commitments to fair labour practices, sustainable sourcing, and product durability.
Can Traditional Models Survive?
The commercial interiors sector has long relied on tenders and bidding processes for large-scale projects. These methods emphasise rigorous documentation, cost comparisons, and long timelines.
While effective, they lack the immediacy and personalisation now synonymous with Gen Z purchasing behaviour.
Direct-to-Business (D2B) Models
Much like direct-to-consumer (D2C) models in retail, D2B channels could emerge as a parallel path for procurement. Manufacturers might sell directly to businesses through e-commerce platforms, bypassing traditional intermediaries. Influencers could promote the ease and efficiency of these channels, building awareness and trust.
Customisation at Scale
Tools like AR and VR are already transforming how businesses visualise commercial interiors. Influencer campaigns featuring these technologies could show decision-makers the possibilities of customisation, combining creativity with convenience.
Hybrid Tender Systems
Tenders may evolve to integrate dynamic elements like interactive portfolios, influencer endorsements, or real-time product walkthroughs using digital twins.
This hybrid approach could streamline the decision-making process while retaining the thoroughness of traditional methods.
Established Brands Testing New Waters
Many established commercial interiors brands are already experimenting with influencer marketing and digital campaigns, recognising the growing importance of staying relevant in an increasingly competitive market.
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- Sustainability in Focus: Influencers could narrate a brand’s commitment to sustainable practices, showcasing eco-friendly materials, recyclable furniture designs, and low-carbon manufacturing processes.
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- Showcasing Transformation: Office transformations documented by influencers—complete with before-and-after visuals—can provide relatable, engaging content that resonates with both SMEs and large corporations.
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- Flexible Solutions: Influencers could promote subscription models for office furniture, appealing to businesses seeking flexibility in hybrid work arrangements.
What Could Hold B2B Back?
While the potential for influencer marketing in B2B is immense, it’s not without its challenges:
Complex Stakeholder Ecosystem
Unlike individual consumers, B2B decisions often involve multiple stakeholders, including procurement teams, finance departments, and end users. Influencers targeting these audiences would need to balance technical depth with relatability.
Regulatory and Ethical Considerations
Transparency is crucial in B2B transactions. Misleading endorsements or unverified claims could lead to reputational risks and legal complications, making careful management of influencer campaigns essential.
Quantifying Success
Unlike B2C campaigns that often aim for immediate sales, B2B influencer marketing may focus on long-term relationship building, brand positioning, and lead generation. Measuring ROI in this context requires nuanced metrics and patience.
Disruption on the Horizon: Potential Transformations
The next decade could see the convergence of traditional and digital-first strategies in the commercial interiors industry:
The Rise of Digital Marketplaces
Industry-specific platforms combining social proof, influencer-driven recommendations, and direct procurement options could emerge, replacing the slower tender processes in certain niches.
Smaller Players Punching Above Their Weight
Digital-first start-ups could challenge legacy brands by using influencer marketing to rapidly build awareness and establish credibility in niche markets.
Real-Time Collaboration
AI-driven tools and social media integration could enable live product demonstrations, Q&A sessions, and instant procurement—all facilitated by influencers with technical expertise.
A Balanced Future: Innovation Meets Tradition
The shift towards influencer marketing and innovative sales strategies in B2B is unlikely to fully replace traditional methods. However, as younger generations assume leadership roles, their expectations for convenience, personalisation, and transparency will inevitably shape the industry’s evolution.
The commercial interiors sector stands at a crossroads. Those who embrace these emerging trends while preserving the reliability of traditional practices will likely gain a competitive edge. Whether through hybrid tender systems, influencer-led campaigns, or direct-to-business platforms, the future promises a blend of old and new approaches, ensuring that the industry remains adaptable and resilient in a rapidly changing world.
For now, the question remains: how bold will businesses be in reimagining B2B commerce for a new generation? If Gen Z disrupted retail, there’s little reason to doubt that B2B is next.
