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Gen Z is Redefining Word of Mouth

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When buying products or experiences, the best recommendations young consumers rely on come from a source older gens might not understand…

TL;DR

  • Gen Z has upended the marketing funnel and “word of mouth” as we know it, ignoring traditional ads in favor of regular people’s recs
  • Young consumers now rely on online reviews more than any other type of recommendation—whether under the product or on social media
  • They’re relying on recommendations from regular people on their feed way more than they rely on influencer posts
Thanks to Gen Z, the traditional marketing funnel is being completely reworked. As Vogue Business put, “their path to purchase” is blurring. Back in the day, word of mouth used to be all about chatting with friends over a cup of coffee or taking in the billboards on a commute, but today’s young consumers treat...

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