First, they took our skinny jeans, then they came for our socks, and now Gen Z is shaking up how marketing works completely.
There was the way we used to sell things, and there’s the new way to reach people that are so over being sold to.
To put it simply, the sales funnel is f*cked. Here’s everything you need to know.
UNDERSTANDING GEN Z, A FEW QUICK FACTS:
- Despite the whole world being at their fingertips, they’re more lonely and anxious than previous generations
- They value challenging social norms and prioritize ethical values and social justice
- They are disrupting more than the marketing world. They’re also reshaping workplace norms and social dynamics
- They prefer brands that align with their beliefs in sustainability, diversity, and mental health awareness
THE SALES FUNNEL USED TO WORK LIKE THIS-
The traditional sales funnel has been around for about 126 years and (depending on who you ask) has mostly worked like this:
Awareness: A consumer becomes aware a brand exists, and they have a neutral opinion of your brand.
Consideration: They are interested in your brand. They are learning about what you have to offer.
Conversion: They are sold and decide to make a purchase.
Loyalty: You give them a reason to come back.
This idea has a linear purchasing process that looks something like this: They see an ad for your brand (awareness) → They visit your website (consideration) → They like what they see and decide to make a purchase (conversion) → They receive a discount on their next order, so they make another purchase (loyalty).
The customer’s purchasing journey was linear, making a marketer’s job pretty straightforward.
Cast a wide net, optimize your content, make the sale, and give them a reason to come back.
THE GEN Z DISRUPTION-GEN Z’S PURCHASING JOURNEY HAS EVOLVED
People have gotten smarter and more evolved.
We know people are over being sold to, and we are still learning what it takes to reach them.
According to a Vogue Business article Gen Z navigates the buyer’s journey in a non-linear, more fragmented way.
Old marketing ideas would cast a wide net to reach as many people as possible with general advertising, and Gen Z just isn’t having it.
They want a personalized experience, they want to be inspired instead of sold to, and they want to feel like they are a part of something bigger than themselves.
Marketers are discovering the purchasing journey today is less of a funnel or linear path and more of an infinite loop that looks like this:
This loop is more dynamic, less predictable, and more feeling and less fact-focused than ever before.
This is why storytelling has become vital to every brand’s marketing efforts. Stories evoke emotions, form bonds, and help customers connect to the brands they’re purchasing from.
OK, SO WHAT DOES THIS MEAN FOR YOUR BRAND?
In a nutshell, here’s what this means for your brand or business.
Authenticity and transparency are key—Gen Z values brands that communicate openly and genuinely. Skip the outdated marketing tactics and focus on building real, honest relationships.
Appealing to their emotions is a must. Share compelling stories and relatable content. Share the benefits and positive changes your product or service brings to your customers’ lives. Communicate testimonials and success stories to speak to feelings of hope and satisfaction.
Foster a sense of belonging—Create a community around your brand. Support causes that matter to your customers. Encourage your customers to share their experiences with your products and engage with your audience on different platforms to build emotional connections and brand loyalty.
Provide multiple touchpoints for customers—Give your audience a variety of ways to begin exploring your brand. Make every interaction powerful and meaningful by using language, stories, and visuals that draw them in and make them feel seen and understood.
COPYWRITING IS A POWERFUL WAY TO CONNECT
Copywriting is the words you use to communicate and connect with your audience. Instead of talking so much about what you’re selling, inspire your audience and share stories that resonate with your community’s values, interests, and experiences.
Use your copy to communicate your message but also forge trust and build lasting emotional connections with your audience.
References
Psychology today
Deloitte
Vogue Business
