Lessons from Gen Z: Why Marketers Need to Adapt to Current Digital Trends

On this episode of UGC for B2B, hosts Hunter Lopatin and Jamison Wheeler take over for a special Gen Z edition, breaking down why big brands struggle to embrace user-generated content (UGC) and how the next generation is reshaping the marketing landscape.

As a former NCAA athlete and current B2B marketing professional, Jamison shares firsthand insights on why sports marketing has exploded, particularly through day-in-the-life videos and authentic storytelling on platforms like TikTok. She explains how audiences crave real connections, preferring raw, behind-the-scenes content over polished corporate messaging.

Hunter and Jamison dive into a key challenge for large companies: corporate hesitation to embrace UGC. While traditional B2B marketing remains rigid, Gen Z thrives on authenticity, relatability, and real voices. The discussion highlights why brands must adapt to the way modern audiences consume content—on their own terms, through short-form video, influencer partnerships, and decentralized storytelling.

The takeaway? B2B brands can't afford to ignore UGC anymore. As Gen Z enters the workforce, they're bringing their digital habits with them. Companies that empower employees, customers, and partners to create will build stronger engagement, brand loyalty, and market influence.