B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
30%
30% -- relative likelihood to demand co creation for Younger B2B buyers (2026)
Younger buyers are 30% more likely than older buyers to demand co-creation or co-innovation with the vendors they select.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
30%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier C
https://www.antoinebuteau.com/lessons-from-mary-shea/ ↗
Source Article
Lessons from Mary Shea
Original Research
Forrester
· Original study ↗
Methodology
Forrester research cited
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Younger B2B buyers: 30% relative likelihood to demand co creation. Source: Forrester (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/younger-buyers-co-creation-30pct
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<blockquote cite="https://lighthousedata.io/data/younger-buyers-co-creation-30pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- relative likelihood to demand co creation for Younger B2B buyers<br><small>Source: Forrester (2026) · <a href="https://lighthousedata.io/data/younger-buyers-co-creation-30pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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