Vogue: Gen Z Broke the Marketing Funnel

Vogue: Gen Z Broke the Marketing Funnel | Flash back to March 2024 — five key points:

• Non-linear Consumer Journey: Gen Z’s path to purchase is no longer a simple linear funnel. They engage with brands through discovery, community involvement, and loyalty simultaneously, making their journey a dynamic loop rather than a one-way process.

• Importance of Authenticity: Gen Z places a premium on authentic, transparent brand communication. They are highly skeptical of traditional marketing tactics, favoring brands that reflect their values and engage with them in genuine ways.

• Social Media as a Key Influence: Platforms like YouTube, TikTok, and Instagram are central to Gen Z’s discovery process. They look to their peers and influencers, valuing recommendations from real people over polished brand ads.

• Brand Loyalty is Conditional: Unlike previous generations, Gen Z’s loyalty is more fluid. While they can become strong brand advocates, their allegiance depends on whether the brand continuously aligns with their values and offers fresh, engaging content.

• Interactive and Community-Oriented Marketing: Gen Z thrives on participation. They are more likely to engage with brands that foster interactive experiences and communities where they feel seen and heard. Brands should prioritize two-way communication and user-generated content.

• Hootsuite: Social Media Trends 2024 (Hat tip: Kelly Jefferson Minty)

  • “In 2024, the most successful brands will redefine “authenticity.” It’s not about who (or what) creates your content anymore; it’s about the brand experience your content creates for the customer.”