Revolutionizing the Marketing Funnel: How Gen Z is Changing the Game

By: Analuisa Furiati

In the ever-evolving world of digital marketing, staying ahead of trends is essential. As a cutting-edge marketing agency, we are at the forefront of these changes, guiding you through the shift from traditional marketing to the approaches demanded by Gen Z.

Understanding the Traditional Funnel vs. the Gen Z Funnel:

Traditional marketing funnels are linear, predictably moving from awareness to consideration and conversion. However, Generation Z, digital natives born between 1997 and 2012, navigate the media landscape differently. They prioritize authenticity, value experiences, and are significantly influenced by social proof (read community-oriented branding) and peer recommendations.

The Gen Z Marketing Funnel: Non-Linear and Interactive

1. Social Media Discovery: Gen Z discovers brands through mediums such as TikTok, Instagram, and YouTube. According to the ICSC’s new report, “eighty-five percent of Gen Z respondents named TikTok and Instagram as the top platforms influencing their purchasing decisions”, making social media a key channel for brand discovery.

2. Engagement with Authenticity: For Gen Z, authenticity is non-negotiable. Brands that demonstrate transparency, social responsibility, and genuine interaction resonate deeply. This engagement is far more than just likes and comments; it is about creating meaningful interactions. Indeed Vogue Business asserts, “Consumption for Gen Z is an infinite loop of inspiration, exploration, community, and loyalty”.

3. Community Building: Gen Z places high value on community and actively seeks brands that foster a sense of belonging and engage in meaningful conversations. The Financial Express expands on this point, as "An overwhelming majority (94%) interact with brands far beyond just using their products or services" , indicating that community engagement is vital for brand loyalty.

4. Instant Gratification: Growing up with technology, Gen Z expects seamless, personalized experiences. Gen Z consumers are aware of the impact social media makes on their purchasing choices. In fact, “80% of Gen Z agree they are exposed to more brands and advertising than any other generation”. Ensuring fast and efficient digital interactions is crucial to maintaining their attention and loyalty.

5. Advocacy and Influence: Once trust is established, Gen Z becomes powerful advocates, widely sharing their brand experiences and influencing their peers in ways traditional advertising cannot. According to the Edelman Trust Barometer, "For Gen Z, the purchase is the starting point of their brand relationship, not the end, leading to a dynamic consumer journey." This is because Gen Z is the most informed generation, having global news and events at their fingertips, they want to purchase and consume content that is meaningful and allows them to be part of a greater community. This generation feels the most financially vulnerable, making them slower in the buying process as they want to ensure they get the best prices.

Key Takeaways for Business Owners and Entrepreneurs:

• Leverage User-Generated Content: Encourage your customers to create content about your brand. It's more trusted and engaging. Notably, "78% of Gen Z survey respondents are uncovering and discovering things about a brand after they make a product purchase" .

• Focus on Social Responsibility: Aligning with causes that matter to Gen Z can significantly enhance your brand's appeal; showing a nuanced approach is necessary.

• Prioritize Speed and Efficiency: Ensure your digital platforms offer quick and seamless experiences to meet Gen Z's expectations.

• Build Genuine Relationships: Foster a community around your brand where your audience feels valued and heard. Remember, "80% of Gen-Z shoppers look forward to going to physical stores, though 75% said they prefer to make most purchases online", according to a Criteo report.

By understanding and adapting to the Gen Z marketing funnel, your business can remain afloat and thriving in the rapidly changing digital landscape. Let's connect and explore how we can elevate your brand's presence and engagement with this generation.