As Gen Z graduates enter the advertising field, they face an uncertain job market filled with economic challenges. However, B2B marketing is highlighted as a promising area within the industry, particularly for those struggling to find consumer-facing roles. Chase Grammer emphasizes the engaging and strategic nature of B2B work, which allows creatives to solve specific business problems rather than just seeking mass appeal. By focusing on B2B, junior creatives can develop valuable skills and contribute meaningfully, making it a worthy consideration for job seekers.
If you're a Gen Z creative trying to break into advertising right now, it probably feels like the timing couldn't be worse.
A lot of traditional consumer-facing roles are under pressure, but there's one part of the industry that's still growing and still hiring: B2B marketing.
Even if the economic situation were different, I would still say it's a huge mistake to overlook B2B when you're searching for roles.
B2B gives you space to think deeply, often solving for specific outcomes, like persuading a small group of decision-makers.
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