How Did Gen Z Break the Marketing Funnel?
Let’s explore how Gen Z has rewritten the rules of engagement and why marketers must adapt to stay relevant.
Remember when the AIDA model ruled the marketing world? From awareness to consideration and ultimately conversion, the funnel has served as a reliable framework to guide consumer behavior. Enter Gen Z, and suddenly, the traditional marketing funnel feels outdated, if not outright obsolete.
Let’s explore how Gen Z has rewritten the rules of engagement and why marketers must adapt to stay relevant.
The Linear Journey is Dead
In the past, the consumer journey was straightforward. The marketing funnel assumed a one-directional flow of consumer decisions: attract, nurture, and convert. Gen Z, however, operates differently!
Platforms like TikTok, YouTube, and Instagram have turned the path to purchase into an unpredictable cycle of discovery, research, and purchase. A single viral TikTok can elevate a product from obscurity to bestseller status within hours. This level of speed and disruption is beyond the reach of traditional, step-by-step marketing models.
Gen Z’s approach is nonlinear and multi-dimensional. They discover, investigate, and share products simultaneously, often across several platforms. Instead of following a pre-defined route, they forge their own paths, guided by peers, influencers, and trends.
Authenticity: The New Currency of Trust
Gen Z has an unparalleled radar for inauthenticity. A McKinsey report revealed that 58% of this demographic prefers brands that resonate with their values. They demand transparency, diversity, and meaningful action. Flashy, over-polished ads feel hollow to them; they want brands to be human, flaws and all.
User-generated content (UGC) is one of the most effective ways to connect with this generation. Whether it’s unfiltered reviews, behind-the-scenes videos, or collaborations with micro-influencers, authenticity builds trust—and trust leads to loyalty. Brands that embrace this ethos don’t just market products; they create meaningful connections.
Research Is the New Impulse
Remember when an eye-catching ad was enough to close the deal? Not anymore. Gen Z isn’t buying products impulsively at the point of inspiration. Instead, they’re using social media as a search engine to dive deep into product reviews, quality, and even packaging.
A whopping 70% of Gen Z and 69% of Millennials only trust a brand after conducting their own research. For marketers, this means ensuring their online presence—from website content to social proof—is optimized for discovery and trustworthiness. The product story must be accessible, compelling, and easy to find.
Building Communities, Not Just Brands
For Gen Z, it’s not enough to sell a product; you need to create a universe. Over half (54%) of Gen Z says their favorite brands make them feel like they’re part of a community. And they’re not loyal just for the sake of it.
As Ben Harms, Chief Growth Officer at Archrival, puts it, “Gen Zs are reinventing the very notion of brand loyalty. They expect brands to earn it—and to continue winning them over in new and innovative ways.”
Brands like Nike, Glossier, and Refy have embraced this challenge by fostering communities that share values, engage in meaningful conversations, and create shared experiences. Whether it’s through exclusive events, online forums, or interactive campaigns, community-building is now a cornerstone of effective marketing.
Entertainment Meets Engagement
Entertainment is no longer a bonus; it’s a necessity. Gen Z thrives on short-form, snackable content that entertains while it informs. Platforms like TikTok have proven that humor, creativity, and relatability can drive unparalleled levels of engagement.
The takeaway? Don’t just sell—entertain. Memes, challenges, and authentic storytelling can make your brand unforgettable.
What’s Next?
Being present is no longer sufficient; brands need to engage with the digital ecosystems where their audiences spend time. Prioritize authenticity by fostering honest communication, and accept unpredictability as part of the process. Effective strategies should be flexible, collaborative, and responsive to evolving trends.
The broken funnel is an invitation—not a challenge—to embrace a more dynamic, human-centric approach to marketing that resonates deeply with this transformative generation.
Sources: WE ARE THE BOARD (LinkedIn), Vogue Business