Gen Z is upending the purchase funnel, according to a new Edelman Trust Barometer report
The traditional purchase funnel, which maintained that the consumer moves in a liner way from awareness through to purchase, is the age-old marketing model — albeit one that has been challenged as social media and ecommerce have soared. a new study from the Edelman Trust Barometer,
"Our data showed that that purchase is not an end point. It's the starting point," said Jackie Cooper, Edelman's global chief brand officer."In fact, 78% [of Gen Z survey respondents] are uncovering and discovering things about a brand after they make a product purchase." "It can't be linear," said Cooper."It now has to be a lateral relationship. So that's changing how brands need to think about their spend, where they show up, how they show up — far beyond just awareness." Some companies might be wary now of finding new ways to connect with Gen Z consumers, at least around topics related to social issues and purpose, where topics like identity and healthcare can attract a politicized and polarized reaction.
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