The 2025 Superpowers Index

Introducing dentsu B2B’s 2025 Edition of The Superpowers Index, and this year it’s bigger and better than ever!

The Superpowers Index, conducted by B2B International in collaboration with dentsu B2B, is the largest global study of B2B buying behavior. With over 16,000 buyers surveyed and 35,000 brand experiences tracked across 21 markets over 5 years, it gives us unique and actionable insights into what drives decisions, who influences them, and how brands can win.

As we enter the period of the AI-powered buyer, three priorities for B2B brands looking for their winning edge clearly stand out:

• Getting back to business: Buyers are rebalancing personal and professional decision drivers
• The changing face of brand: Trust still leads, but how it’s earned is evolving
• Ease is the new edge: Simplicity, speed, and AI integration are now critical

In a world where B2B buyers are more risk-averse, brand-savvy, and AI-empowered than ever, The Superpowers Index is your blueprint to determine how to give yourself the strategic lead.