Vogue’s premise — “Gen Z broke the marketing funnel” — is directionally right, but the framing is a little theatrical.
What the article really describes is this: the neat, linear AIDA-style journey no longer matches reality when discovery, evaluation, and purchase happen inside the same entertainment feed, social graph, and search behavior.
In other words, the funnel didn’t “break.” The world changed around it.
What Vogue Gets Right
- The journey isn’t linear — it’s iterative. People bounce between touchpoints: creators, reviews, friends, price comparisons, store visits, and back again. That “infinite loop” idea is closer to what attribution already shows.
- Video is the front door. Gen Z often sees products before they search them. Short-form and creator-led demos compress “awareness” and “consideration” into the same moment.
- Retail still matters. “Digital-first” doesn’t mean “digital-only.” Gen Z may discover online, but a lot of purchases still close in-store—especially when “try before you buy” reduces friction.
Where the Argument Overshoots
- The funnel isn’t dead — it’s just not a map anymore. Funnels were always simplified. Today’s path is messier, but it’s not unmeasurable. You just need a system: content + creators + community + retail + CRM, not a single staircase of steps.
- Price and friction are doing more work than the headline admits. Gen Z is price-conscious and research-heavy. That’s not “breaking” the funnel — that’s rational shopping under economic pressure.
- “Influencers” is too blunt a label. What’s really happening is distributed due diligence: reviews, side-by-sides, Reddit threads, unboxings, and friend-to-friend validation. It’s less “influence” and more “proof.”
My Takeaway: The New Funnel Is an Operating Model
If a brand reads this and concludes, “Funnels are dead — let’s just make vibes,” they’ll lose. The winners are building an operating model that matches how Gen Z actually buys:
1) Inspiration that’s native to feeds
Short video that demonstrates something real beats generic brand polish. The modern “top of funnel” is often a single clip that proves a benefit in five seconds.
2) Exploration that removes doubt
Answer questions fast: pricing, shipping, returns, sizing, comparisons, “is it worth it,” “what’s the catch.” Gen Z will research anyway — your job is to make the truth easy to find.
3) Community that feels earned
Not a forced Discord. Not “join our family.” A real reason to belong: access, education, identity, shared outcomes, or practical utility.
4) Loyalty that rewards behavior
If Gen Z price-shops, reward repeat purchases, referrals, and UGC. Treat loyalty like a performance channel, not a punch card.
Bottom Line
Gen Z didn’t break cause-and-effect. They broke the fantasy that you can buy awareness, sprinkle consideration, and wait for conversion to fall out the bottom. The path isn’t straight anymore — it’s a loop powered by video, proof, and peer validation.
Article referenced: https://www.vogue.com/article/gen-z-broke-the-marketing-funnel
FAQ
Is the marketing funnel obsolete?
No. It’s still useful as a planning framework, but it’s not a literal customer journey map anymore.
What replaces the funnel for Gen Z?
An iterative loop: discovery → proof → community validation → purchase → sharing → repeat.
Why is video so important for Gen Z shopping?
Video demonstrates outcomes quickly and feels more trustworthy than static ads—especially when it looks like real use.
Do Gen Z shoppers still buy in stores?
Yes. Many still prefer in-store purchasing for tactile products or anything where “try before you buy” reduces risk.
What’s the biggest mistake brands make with Gen Z?
Confusing “authentic vibes” with an actual system for proof, conversion, and retention.
