Gen Z has not just altered the marketing funnel; they have completely dismantled it, tossed the fragments into the air, and started building something entirely new from the pieces. For this generation, the customer journey is not a linear path but a dynamic web filled with social media mentions, spontaneous purchases, meme-fueled impulses, and peer-influenced decisions. The traditional “awareness-interest-decision” model is outdated in their world. Gen Z does not wait to be led by a brand; they will explore independently, find what resonates, and insist that it be authentic, meaningful, and, preferably, viral.
Picture the marketing funnel as a playlist Gen Z won’t follow it in order. They are drawn to remixes, mashups, and behind-the-scenes content. They shape their journey by seeking recommendations from TikTok influencers, forming opinions through community interactions, and making decisions aligned with their values.
Even when they are interested, Gen Z does not rush into conversions. They seek engagement, interaction, and the opportunity to explore a brand on their own terms. Static advertisements are ineffective; they prefer storytelling, collaboration, and a touch of unpredictability. They want brands to participate in memes, respond to comments, and co-create experiences that reflect their humor, values, and culture. The traditional funnel was not designed for a generation that thrives on this level of interaction. It is linear and predictable two things Gen Z is not.
Gen Z chooses who they want to engage with, what matters to them, and where they will go next, leaving brands scrambling to keep up and align with their dynamic pace. The conventional funnel cannot capture their attention because they are not following it. Instead, they curate experiences like a social media feed, creating a new form of marketing that is viral, value-driven, and community-powered.
At SBI Media, we deeply understand target audiences and leverage this expertise to develop tailored marketing strategies for brands, no matter who they want to reach.