B2B Tribes 2026
Back in 2018, our first B2B Tribes report revealed the different communication styles we all slip into, whether we’re chatting at work or messaging at home. Fast forward to 2026 and everything’s shifted. A new generation has joined the workforce, post‑Covid habits have stuck, and we wanted to know have the tribes changed too?
Spoiler: they have.
This time, with help from sample and data quality experts Ovation MR, we went global. We spoke to workers across the UK, Germany, the US, India and China. We also brought AI into the mix, using in‑survey AI probing and synthetic personas to dig deeper into who these people really are.
We uncovered five fresh communication tribes, each with their own way of:
- Making decisions
- Taking in (and trusting) information
- Interacting at work
- Navigating everyday communication
And in our flagship report, we focus on one tribe that’s really shaking things up, especially among Gen Z. They signal a big shift in how younger workers prefer to communicate and collaborate, and give us a peek at what future workplaces might feel like.
Click below to see how the segments compare across key attitudes, and grab the full report to go deeper, especially into the tribe we call the Gut Feelers.
