Gen Z are turning the OG marketing funnel into an infinite loop of inspiration, exploration, community, & loyalty.
Where do Gen Z find inspiration?
Compared to millennials, Google Search trails behind at 29% for Gen Z (vs. 44% for millennials)—which means they tap the search bar on social media apps more.
There’s a lot of noise online, but Gen Z actually like going through the clutter. They get how algorithms work, so they make it work for them, too—by training their algorithm to feed them content they want. They do this by consciously liking, disliking, or ignoring posts on their feeds!
Gen Z on brand discoveries & trendsetters:
🤳 71% say they like discovering new brands & trends
🤳51% believe influencers are the true trendsetters
(vs. 15% who believe trends are started by brands,
and 21% who believe it’s the celebs who set the trends)
KEY TAKEAWAY:
Brands need to serve inspo to Gen Z in the right ways, at the right moments.
Know where they are and plan out the right way to approach them.
Gen Z have 3️⃣ discovery paths
towards brands that pass the ✨ vibe check ✨
How important is the research phase for building brand trust? 🔍
✅ 70% only trust a brand after doing research
✅ 79% say it’s more important to trust the brands they use or buy today than it was in the past (+8% vs. 2021)
Brands acting sus? ❌
Brand transparency, no cap 🧢
The more they trust the brand, the more likely they are to…
Gen Z can love your brand and tell other people about it—
but they don’t necessarily always end up buying.
(For Gen Z, that’s also a way of showing their loyalty—but more on this later on!)
KEY TAKEAWAYS:
Gen Z have 3 discovery paths: expected, inverted, & the unexpected—so make sure to meet them at each one!
👉 The research phase (whether before or after their purchase) is crucial for keeping Gen Z’s interest & gaining their trust and loyalty.
👉 Amp up your social SEO to stay at the top of Gen Z’s search results on social platforms—utilizing hashtags, keywords, influencers and personalities, trends and meme culture.
84% of Gen Z say they’re more likely to buy
from 😎 cool 😎 brands they stan.
KEY TAKEAWAYS:
Community gives Gen Z
a sense of belonging.
🌎 Gen Z don’t want just your products—they want a brand universe that makes them feel they’re a part of something bigger.
🌎 Gen Z also want to be the center of that universe, not your brand—human-powered & human-centric initiatives, content, and even creators/influencers are where it’s at!
How do Gen Z show brand loyalty?
Gen Z expect brands to reciprocate the love 🫶
🫶 brands with benefits: having something to offer even if they’re not customers yet!
🫶 keeping consumers part of the brand story post-purchase—like through celebrating them by sharing UGCs on brand socials!
KEY TAKEAWAYS:
Gen Z’s brand loyalty isn’t shown only by being repeat buyers.
They can stan the brand by just loving it, and telling friends about it!
They also expect their loyalty to be earned—so brands need to work for it by coming up with new, innovative ways for long-term results.
Gen Z’s shopping behavior is now too dynamic for the old linear funnel.
Why is the funnel broken?
✅ It accounts for transaction & conversion being the main objective—but purchase isn’t always the endgame anymore!
✅ The purchase journey doesn’t come in sequential stages anymore, either.
✅ It also doesn’t account for an ongoing relationship with the brand.
Gen Z consumers are now at the center of an infinite loop ➿
With no clear path to purchase, and no start & endpoint to the consumer journey,
brands need to be present at every touchpoint of the funnel to win the hearts of Gen Z.
