Gen Z broke the marketing funnel - here’s what that means for brands
For decades, marketers have relied on the traditional consumer funnel: a linear path where consumers move from awareness to action. But Gen Z isn’t following that model.
Instead, they engage with brands in an entirely new way- one that’s more fluid, social and driven by community.
The old funnel vs. the Gen Z reality
Traditionally the consumer funnel consisted of four stages:
1. Awareness - Consumers learn about a product.
2. Interest - They engage with the brand.
3. Desire - They develop an emotional connection.
4. Action - They make a purchase.
This model assumes a straightforward, one-way journey from discovery to transaction. But today’s young consumers don’t move in a straight line… they loop, jump and engage in ways that brands can’t control.
The Gen Z consumer loop
Rather than following a predictable funnel, Gen Z moves through a cycle built around four key phases:
1. Inspiration - They discover brands through social media, influencers, and viral trends.
2. Exploration - They research deeply, often across multiple platforms, seeking transparency and authenticity.
3. Community - They engage with brands in a social context, looking for peer validation and interactive experiences.
4. Loyalty - Instead of just purchasing, they become brand advocates—sharing, reviewing, and influencing others.
This shift means that brands can no longer rely on pushing consumers toward a purchase. Instead, they must create ecosystems where engagement and community drive ongoing relationships.
Gen Z wants:
Detailed product insights
Experiences
Authenticity over ads
How brands can adapt
Shift from selling to storytelling
– Instead of traditional ads create engaging, short-form content that resonates emotionally.
Build communities, not just campaigns
– Foster interactive spaces where users can contribute, co-create, and advocate for your brand.
Transparency (!)
– Gen Z demands authenticity. Talk about your product’s quality, values and social impact.
Gen Z isn’t abandoning brands, they’re reshaping how they interact with them. Those who adapt will not only capture Gen Z’s attention but also earn their loyalty… turning customers into lifelong advocates.