Remember when marketers had it all figured out? The so-called “consumer funnel” was gospel. Reach, convince, convert — easy, right? Well, that playbook might as well Gen Z just shredded it.

For years, the funnel was linear: Awareness, Interest, Desire, Action. It worked like a well-oiled machine — until Gen Z came along and threw a spanner in the works. This generation doesn’t shop like their parents. They barely shop like millennials, and they’ve completely rewritten the rules of engagement.

Gen Z doesn’t just scroll, they engage. They’re not passively sifting through generic ads — they’re checking social media, vibing with creators, watching TikToks, and joining online communities before even thinking about buying something. And in this world where everyone’s fighting for attention, these kids can spot a soulless marketing pitch from a mile away.

The Old Funnel is a Dead-End

The consumer funnel was built for the days when TV ads and billboards ruled. Brands cast a wide net, and shoppers followed the steps from awareness to action like sheep. It was predictable. It was safe. It was boring. But Gen Z? They’re living in a completely different world — one where inspiration comes at them 24/7 from their phones. They’re not walking down a marketing funnel; they’re stuck in an infinite loop of inspiration, exploration, community, and loyalty. And brands? Well, they’re just trying to keep up.

Social Media is the New Shopping Mall

Here’s a fun stat: 77% of Gen Z is looking for style inspo on social media at least once a month. YouTube, TikTok, Instagram — these platforms have become virtual shopping malls, trend hubs, and social gatherings rolled into one. Gen Z is doing more than browsing — they’re on a mission to find brands that get them. They want authenticity, they want aligned values, and they want it all wrapped up in a scrollable, shareable package.

But with Gen Z, it’s not just about selling a product. It’s about creating a feeling. The brands that win, they’re the ones creating content that hits different — activations that feel like a vibe, not just another promo. Think Madhappy, Represent, Rhode, or Refy. These brands know that Gen Z doesn’t want to be marketed to; they want to be part of the conversation.

Inspiration Everywhere, But Where’s the Loyalty?

The challenge: Standing out in a sea of content. 80% of Gen Z feels overwhelmed by the sheer volume of brands trying to get their attention. But instead of tapping out, they’re sifting through the noise to find the gold. They want to be inspired, and they’re always on the hunt for something fresh. In fact, 71% of them are open to discovering new brands all the time. So, if your marketing strategy isn’t sparking a connection, you’re already losing.

Gen Z isn’t going to fall for the same old tricks. If your brand isn’t giving them a reason to care — whether it’s through authentic storytelling, ethical values, or straight-up entertainment — they’ll scroll right past you without a second thought.

Stop & Rethink Everything

If you’re still clinging to the funnel, you’re playing a risky game. Gen Z has rewritten the rules, and marketers need to adapt. Brands can’t just shout into the void anymore. They need to listen, interact, and be a part of the culture Gen Z is shaping.

So, you might want to start thinking of your strategy as an infinite loop. Inspire. Engage. Build community. Earn loyalty. Rinse and repeat. That’s how you win with Gen Z.