What Gen Z wants from brands instead of the traditional sales funnel

"For years, businesses have leaned on the linear sales funnel as a convenient model to measure the path to purchase. But while the funnel is a tidy way to report on awareness and consideration, marketers have always known the reality is far more complex. Today, that complexity has reached a breaking point, and the model has become obsolete."

"Their journey is far from linear; it's an infinite loop of discovery, validation and re-engagement across touchpoints. A product might surface on TikTok, get validated in a niche group and reappear through a trusted creator. Then, perhaps weeks later, a Gen Zer buys it. But even after they do, the cycle continues through sharing, reviewing and influencing others."

"Gen Z isn't pulled through the funnel by a brand. They orbit around it, evaluating what a brand offers through independent sources. This behavior is already shaping outcomes. According to Sprout Social, 76% of users and 90% of Gen Z say social content influenced a purchase in the last six months.But influence today is less about exposure and more about participation."

"Meaningful friction introduces intentional barriers that reinforce value. One way to do that is to activate the Gen Z community with a verified, exclusive offer. Creating an offer or experience for a particular group, like students or young adults, makes those customers feel special. Verifying their eligibility to redeem the offer makes them actively participate in the exchange - adding value by underscoring that the offer is just for them, which increases its appeal."

Businesses using a linear sales funnel face limits because Gen Z journeys are non-linear and loop through discovery, validation, and re-engagement across multiple touchpoints. Products can emerge on TikTok, be validated in niche communities, and resurface through trusted creators before purchase, with continued sharing, reviewing, and influence afterward. Brands must shift from top-down pursuit to surrounding audiences with authentic interactions, including IRL experiences, and data-driven lifecycle marketing. Gen Z evaluates brands through independent sources, and social content strongly influences purchases. Influence depends more on participation than exposure, and friction should be designed as meaningful barriers. Verified, exclusive offers can activate community participation by making customers feel special and reinforcing perceived value.

Read at Modern Retail