Let’s start with a simple question.
When was the last time you actually followed a straight path before buying something?
You saw an ad.
Clicked immediately.
Added to cart.
Paid.
Probably not recently.
Now imagine Gen Z.
They scroll, save, ignore, research, revisit, talk about it with friends, forget about it, see it again, and then suddenly buy. Or don’t.
This is exactly why the traditional marketing funnel no longer works.
Gen Z hasn’t just changed how they shop.
They’ve changed how marketing works.
Why the Gen Z Marketing Funnel No Longer Works
For years, brands believed in a simple idea:
Awareness leads to interest.
Interest leads to desire.
Desire leads to purchase.
But Gen Z doesn’t move in steps. They move in loops.
They might discover a brand today, research it next month, engage with it for fun, and buy much later. Or never buy, but still talk about the brand every day.
Does that sound like a funnel? Or does it sound like something circular?
Gen Z Marketing Funnel: Meet the Infinite Loop
According to Vogue, instead of a straight line, Gen Z operates in a loop that keeps repeating.
Here’s what that loop looks like in real life.
Inspiration
Something catches their eye. A Reel, a meme, a creator, a joke.
Exploration
They look it up. Watch reviews. Ask friends. Scroll more.
Community
They see others using it. Talking about it. Making content around it.
Loyalty
They follow, engage, defend, recommend — sometimes even before buying.
And then the loop starts again.
The purchase is just one small moment inside this entire journey.
How Zomato Fits Perfectly Into Gen Z’s Infinite Loop
Think about how often you interact with Zomato.
Do you always order food?
Or do you just enjoy the posts, the humour, the relatable captions?
Zomato stays in your feed even when you’re not hungry.
That’s the infinite loop in action.
You don’t need to order every day to feel connected to the brand. But when hunger hits, who comes to mind first?
Why Gen Z Trusts People More Than Brands
Another honest question.
When Gen Z wants to know if a product is good, what do they do first?
Do they read brand ads?
Or do they search on Instagram, YouTube, and TikTok?
Gen Z trusts people who look like them, talk like them, and use products in real life.
Nykaa Is a Great Example
Nykaa didn’t win Gen Z by shouting “best beauty brand”.
It lets creators do the talking.
Tutorials. Honest reviews. Skin routines. Before-and-after content.
Gen Z watches, compares, saves, and decides in their own time. Nykaa just makes sure the content is there when they’re ready.
Trust is built slowly. But it lasts longer.
Why Marketing Is No Longer Just About Selling
Here’s another question.
Why do people engage with CRED content even when they’re not paying credit card bills?
Because it’s entertaining.
Because it feels exclusive.
Because it feels like a club.
CRED Gets This Right
CRED doesn’t constantly say “Pay now”.
It builds curiosity. Humour. Status. Conversation.
People talk about CRED ads. Share them. Wait for the next one.
That emotional connection comes before the transaction.
And that’s exactly how Gen Z thinks.
Also Read: You Won’t Believe What Gautam Gambhir Does in CRED’s New Ad
Digital First Doesn’t Mean Digital Only for GenZ
Now, let’s clear a big myth.
Gen Z is online all the time, yes.
But do they only want digital experiences?
Not really.
They still love real-world moments – just ones worth talking about.
Nike India Understands This
Gen Z often discovers Nike online through athletes, creators, and culture.
But loyalty deepens through real experiences. Events. Drops. Community moments.
The online story pulls them in. The offline experience makes it real. Then they post about it online again.
The loop continues.
Why Being Relevant Matters More Than Being Loud
Here’s the toughest truth for brands.
Gen Z sees everything.
And ignores most of it.
So how do brands stay visible?
By feeling native to the platform.
Swiggy Is a Strong Example
Swiggy doesn’t behave like an ad on social media.
It behaves like a user.
Local jokes. Trending formats. Creator-style content.
Even when people aren’t ordering food, Swiggy stays part of the conversation.
That’s relevance. Not reach.
So What Should Brands Actually Do?
Let’s break it down simply.
First, stop thinking in funnels.
Start thinking in relationships.
Second, don’t push for the sale immediately.
Give value first. Entertainment, information, or community.
Third, build something people want to return to.
Not just campaigns, but worlds.
And finally, participate in culture honestly.
Gen Z can sense fake marketing instantly.
What This Means for Marketers and Agencies
If you’re still measuring success only through clicks and conversions, you’re missing the bigger picture.
Ask better questions instead.
Are people saving your content?
Are they talking about your brand when you’re not posting?
Are creators using your brand naturally?
That’s where real brand health shows up today.
Final Thought: Gen Z marketing funnel
Gen Z doesn’t follow your funnel.
They follow creators.
They follow culture.
And they follow communities.
Brands that understand this will stay relevant.
Brands that don’t will keep optimising a journey that no longer exists.
And that’s the real shift marketers need to understand.
So, to stay relevant, brands must move beyond the Gen Z marketing funnel and design experiences that fit the infinite loop
