Basis Global

We analysed 7.2 million real buyer conversations across LinkedIn, Slack communities, review sites, and industry forums. What we found: 83% of what B2B buyers say about brands contradicts how those brands describe themselves. And most of this perception forms before you even know you're being considered.

In this 45-minute live session, Basis B2B's Tom Percival and Conor Wilcock will walk through the findings and unpack what they mean for your positioning, your messaging, and your pipeline.

You'll learn:

*   The specific words and phrases that are quietly losing you deals
*   Where buyer perception actually forms, and why most brands can't see it
*   The seven decision drivers behind 90% of buyer language
*   The proof buyers ask for that most vendors don't provide
*   Sector-specific findings across finance, tech, professional services, and manufacturing
*   What to audit first on Monday morning to start closing the gap

All registrants receive the full report with sector-level data.


What buyers say about you when you're not in the room

We're putting that question to real Gen Z consumers — live.

We'll share some fresh data from Basis Signals on how Gen Z actually discovers, chooses, and sticks with brands. Then a live panel of Gen Z consumers will talk through what that looks like in practice: what earns their loyalty, what makes them move on, and what they use out of habit but wouldn't actually miss.

They won't all agree. You'll hear how they really discover and decide on brands, the gap between buying something and actually caring about it, and where the assumptions marketers make start to break down.

You'll hear their real answers and be sitting there wondering: what would they say about us?

**Bring your questions. The panel will answer them live.**

Add a question when you register, or ask one on the day. Can't make it? We'll send the recording after.


If Your Brand Disappeared, Would Gen Z Care?

**Meet Gen Z, live.**

Join a panel of Gen Z shoppers and Basis Global researchers to unpack how their generation is reshaping retail.

This interactive session builds on [*Basis Signals: Gen Z*, our latest report](https://basisglobal.co/basis-signals-genz-preview/) on the $12.6 trillion generation redefining what people value, how they buy, and what they expect next.

[Read the report](https://basisglobal.co/basis-signals-genz-preview/) →

If you lead insight, brand, or innovation, this is your front-row seat to see the data come to life in real conversation with the generation driving the change.

### What you’ll learn

1.  **Value, redefined:** Why Gen Z cut back on essentials but spend freely on products that express identity, and how to build loyalty through meaning, not mechanics.
2.  **The new path to purchase**: Shared living, AI-led discovery, and partnership-driven decisions are changing how they find and buy. See where traditional funnels fall short.
3.  **Personalisation that earns trust**: Learn when collaboration connects and when it crosses into fatigue, directly from Gen Z shoppers themselves.

### Why attend

Leave with clear next steps to refine your 2026 retail strategy and segment for how Gen Z really lives, discovers, and buys.


What buyers say about you when you're not in the room

If Your Brand Disappeared, Would Gen Z Care?

Gen Z’s New Rules for Retail