Mumbai: Dentsu B2B, dentsu’s specialist business-to-business marketing services organisation, has announced the launch of The Superpowers Index 2025, the world’s most comprehensive global study of B2B buying behaviour. Now in its fifth edition, the study draws on insights from more than 16,000 interviews conducted since 2021, including 6,107 B2B decision-makers surveyed in 2025 alone, spanning 21 markets and four major industries—Financial Services, Technology, Professional Services, and Manufacturing.
The Superpowers Index evaluates over 170 global B2B brands, measuring how they perform across 30 key buyer decision drivers, including trust, quality, transparency, values alignment, integration, expertise, and support. The study delivers a single Superpowers Index score on a 0–100 scale, adjusted for cultural and market differences to enable global comparability.
Key Trends Shaping B2B Buying in 2025
The 2025 report identifies three defining trends influencing B2B purchasing decisions:
- Getting Back to Business: Buyers are balancing personal and professional decision drivers, with trust and dependability taking centre stage.
- The Changing Face of Brand: Increased investment in brand-building is driving buyer confidence through reputation, reach, and advocacy.
- Ease is the New Edge: Brands that simplify and accelerate the buying journey using AI and human-led touchpoints are outperforming competitors.
As AI-powered buying becomes mainstream, the study finds that 77% of B2B buying processes now involve AI, with 40% of buyers classified as heavy users. While economic uncertainty has made buyers more pragmatic and risk-averse, AI is simultaneously accelerating and simplifying decision-making.
Trust remains the most critical factor influencing purchase decisions. However, the mechanisms through which trust is built are evolving, with word-of-mouth, influencer engagement, and brand reputation playing an increasingly influential role in B2B decision-making.
Measurable Impact on Business Outcomes
The Superpowers Index 2025 highlights a strong correlation between superior buyer experience and commercial performance:
- A 10-point improvement in Superpowers Index score correlates with a 14% uplift in opportunity value
- Brands delivering excellent buyer experiences close deals up to 31% faster, reducing sales cycles by as much as four months
- “I feel safe signing a contract with them” remains the #1 decision driver for the third consecutive year
Nearly two-thirds of buyers referenced influencers in their most recent purchase, though only 42% of marketers believe they use influencer marketing effectively
Commenting on the launch, Harsha Razdan, CEO, South Asia, dentsu, said,“The Superpowers Index makes one thing unmistakably clear: growth in B2B today is being driven by experience, trust, and ease, not just product or price. As buying becomes more complex and AI raises expectations, brands that win are those that simplify decision making, build confidence across stakeholders, and deliver value beyond the transaction. The real value of AI lies in how thoughtfully it is applied. When used with clarity and purpose, it helps organisations reduce complexity, focus on what truly matters, and align creativity and technology to deliver meaningful business outcomes across the buyer journey.”
Devang Shah, Chief Business Officer, Consumer, Industrials & Commerce, CXM, dentsu India, added, “The 2025 Superpowers Index underlines a fundamental shift in B2B buying behaviour – one where trust, simplicity, and speed are no longer just differentiators but commercial imperatives. In an era defined by AI-empowered buyers and economic uncertainty, the brands that win are those that combine dependability with friction-less experiences. This year’s findings – drawn from thousands of interviews across multiple markets – make it clear that making it easy to do business and building genuine trust through reputation and meaningful engagement are what unlock growth in today’s complex global marketplace.”
Abhay Kulkarni, Managing Director, dentsu B2B India, said, “In this year’s Superpowers Index, India’s leap in trust rankings signals a fundamental reset in B2B relationships – buyers are not willing to compromise on transparency and approachability. The brands that thrive are those that recognise trust isn’t just earned at the point of sale but sustained through consistent execution and genuine business alignment, every single day. B2B has never been transactional. Signing the contract isn’t the finish line, it is where your reputation, reach and advocacy truly begin to be tested.”
Rob Gold, Global President, dentsu B2B, commented, “The Superpowers Index 2025 makes it clear: in today’s B2B landscape, trust, speed, and simplicity are the keys that unlock the door to growth. As AI reshapes the buying journey, brands that blend digital innovation with genuine human connection will be setting the most competitive pace. In a market where standing still is falling behind, The Superpowers Index is the strategic compass that helps clients navigate change and seize new opportunities with confidence.”
Top 10 Global B2B Brands – Superpowers Index 2025
The top-ranked brands demonstrated consistently strong performance across the buyer journey, from first impression to long-term trust:
- DBS Bank – Financial Services
- UOB (United Overseas Bank) – Financial Services
- Fidelity – Financial Services
- CAT – Industrial
- Google – Technology
- Bank of America – Financial Services
- IBM – Technology
- Capital One – Financial Services
- Mitsubishi – Manufacturing & Financial Services
- Siemens – Manufacturing & Technology
Dentsu B2B is a fully integrated marketing partner spanning insight, creative, media, and customer experience management (CXM). The organisation was recently named the world’s #1 B2B Marketing Agency by B2B Marketing and continues to work with leading B2B brands globally.
The Superpowers Index 2025 is informational and indicative in nature; rankings are based on stated methodology and do not imply endorsement.
