How Generation Z changed the rules of marketing...?

Generation Z, growing up in a world dominated by social media and an excess of content, has revolutionized the classic sales funnel.

The traditional marketing model, consisting of stages such as awareness, interest, desire, and action, has ceased to be effective.

Instead, young consumers operate in an endless loop consisting of inspiration, exploration, community, and loyalty.

Gen Z values brands that not only sell products but also create communities and tell stories. 54% of young people believe that their favorite brands are those that allow them to feel part of a larger whole.

A key role here is played by delivering inspiration at the right moment and education – as many as 70% of Generation Z members do not trust a brand until they verify it themselves.

Their shopping path is based on thorough research of offers, using reviews, unboxing videos, and interactions in online communities. Moreover, they seamlessly transition between the online and offline worlds, which is why consistency of experiences in both spaces is crucial.

For brands, this means the necessity to adjust strategies. It is no longer enough to offer a product – one must build an entire “universe” of experiences that engages and retains consumer attention.

Brands like Madhappy and Represent succeed because they create ideologies, lifestyles, and values that customers can share.

Gen Z is also redefining the concept of loyalty. They expect brands to continuously work on it by offering innovative solutions and authentic engagement.

As Ben Harms, Chief Growth Officer at Archrival, notes, in today’s world, it is people, not brands, that are at the center of the consumer path.

If you want to understand how to effectively build relationships with young consumers, be sure to read the entire article. You will find detailed examples and tips that can change the way you approach marketing: https://ebiznesdlakazdego.pl/2025-to-juz-25-lat/