The traditional marketing funnel, which once steadily guided customers from awareness to ‘marketing’ and finally to the purchase, no longer fits Gen-Z’s way of shopping.
Growing up immersed in the digital realm, this young generation views shopping as a transaction. For them, it’s part of the social media experience. The funnel is no longer a straight line. It’s a blend of social media, trends, and influencer opinions, where product discovery can happen at any given moment. Social media is no longer just a socialising platform; it’s a major marketplace, entertainment centre, news source, and learning platform, blending all these functions into one powerful experience. One that you get to use every day.
The Shift from the Traditional Marketing Funnel
For Generation Z, the shopping journey starts with social inspiration. Around 30% of this generation uses social media to discover new products. They rely on platforms like TikTok, YouTube, and Instagram. 77% of Gen-Z look for style inspiration constantly on these sites. Influencers play a big role here, with 51% of Gen Z viewing them as the true trendsetters. Hailey Bieber’s brand, Rhode, is a perfect example. By launching micro-trends like “strawberry girl summer,” she aligns her brand closely with social media trends, driving huge engagement. This set up a market for her lip tints before they were even launched. 
While social media often sparks interest, it doesn’t always lead to instant purchases. Products are usually researched thoroughly before buying. Many use TikTok as a search engine to check reviews, see real-life demos, and confirm packaging quality. When it comes to purchasing, though, most Gen-Z consumers still prefer physical stores. They enjoy the ability to test products in person, with 68% preferring to try before they buy. This love for in-store shopping has led brands to create immersive experiences that match the online inspiration the youngsters see.
For these shoppers, it’s all about the journey. This is why brands have to ensure that the captivating content they’re putting out there on social media, needs to match the in-person shopping experience.
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