LinkedIn’s B2B Institute teamed up with target audience company GlobalWebIndex on “Work in BETA: The Rising B2B Decision Maker,” a new study of 17,000 knowledge workers between the ages of 21 and 40, in 10 markets, and their changing behaviors and attitudes in a world altered by Covid-19.
The two parties named the study group the BETAs, saying they are the first cohort of digital natives to assume positions of seniority and become purchasers and decision-makers in the global workforce, with roughly two-thirds of them serving as the ultimate decision maker for their company or the final decision maker for their department or team when making purchases.
They
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