Gen Z Shatters the Marketing Funnel with Social Media and Authentic Engagement

In a groundbreaking piece by Vogue Business, the publication explains Gen Z's unique consumer behavior has fundamentally disrupted the traditional marketing funnel — a linear path consisting of awareness, interest, desire, and action. We at Lozafina Marketing and Public Relations believe this transformation is pivotal for several reasons.

Gen Z, a generation growing up amidst a technological revolution, has reshaped the consumer journey into an infinite loop of inspiration, exploration, community, and loyalty. Vogue Business reports this shift is largely due to their immersion in social media platforms like TikTok, Instagram Reels, and YouTube Shorts, which serve not only as their primary sources of entertainment and social interaction but also as hubs for discovery, learning, and shopping.

Key findings from research conducted by US-based youth culture agency Archrival, involving 750 Gen Zs and 250 millennials, reveal that consumption today is far from linear. Instead, it's characterized by constant inspiration and discovery, where social media is the main catalyst for fashion and beauty purchases. This generation is 11 percent more likely than any other to use social media for inspiration, with 77 percent of Gen Zs and 79 percent of millennials in the US seeking style inspiration at least monthly on these platforms.

The Vogue Business article highlights the growing openness among young people to embrace mainstream tastes, with 13 percent of Gen Zs versus 9 percent of millennials happy to acknowledge their mainstream preferences. This openness is leading to the birth of micro-trends such as #Barbiecore and Girl Math, further blurring the lines between exclusive and mainstream culture.

Another significant revelation is the merging roles of retailers and media companies, with retailers adopting media strategies to engage consumers and media companies venturing into retail to capitalize on their content's commercial potential. This convergence is a testament to the evolving landscape where content and commerce intertwine seamlessly.

The preference for in-person experiences among Gen Z shoppers, despite their digital savviness, underscores the importance of a balanced online-offline retail strategy. Vogue Business reports about 74 percent of Gen Zs value real-life experiences over digital ones, with a majority preferring to make purchases in-store after conducting in-depth online research.

In the exploration phase, the quest for authenticity and detailed product information dominates, challenging brands to be more transparent and informative. The community aspect is crucial, with 54 percent of Gen Zs feeling a stronger connection to brands that foster a sense of belonging.

Finally, the redefinition of brand loyalty by Gen Z — where engagement and affinity triumph over mere repeat purchases — calls for brands to cultivate long-term relationships based on mutual respect and shared values.

Why does this matter?

Understanding these shifts is crucial for Lozafina Marketing and Public Relations and our clients as we navigate the complex landscape of Gen Z consumer behavior. This article not only provides a deep dive into the mindset and preferences of this influential demographic but also offers actionable insights for brands looking to engage with them effectively.

The emphasis on social media as a discovery and inspiration tool, the blend of content and commerce, and the importance of community and brand loyalty present new opportunities and challenges for marketers. To succeed, brands must adopt a multi-faceted approach that prioritizes authenticity, engagement, and experiences both online and offline.