New data shows Gen Z is changing brands’ relationships and the way purchases are being made. 

New data shows Gen Z is changing brands’ relationships and the way purchases are being made. The previously fool-proof purchase tunnel marketing model is turning out to be somewhat ineffective amongst Gen Z consumers. A new report from the Edelman Trust Barometer revealed that Gen Z is “too dynamic for a linear funnel,” which older consumers often follow from awareness and end with purchase—but the young gen often starts their interaction with a brand from the purchase point. Edelman’s global chief brand officer explained that a “continuous loop of engagement” seems to be more effective when marketing to young consumers. The study also found that 78% of Gen Z “uncover[s] things that attract and make [them] loyal to a brand after [their] first purchase,” much of which includes brands partaking in social causes the young gen cares about. (Business Insider)