Pearl Strategy and Innovation Design recently attended the webinar hosted by Insights Association where experts explained how Gen Z has changed how marketing works and why brands need to rethink the traditional marketing funnel. The webinar mentioned that the old idea of moving people from awareness to purchase in a straight line no longer fits. Gen Z doesn’t follow a predictable path — their decisions are shaped by cultural influence and community interaction, not advertisements.
Some key attributes of this group
Born 1997–2012 — very diverse and digital-first.
Over 50% multicultural, 25% LGBTQ+.
Don’t like being put in one box – See themselves as unique individuals but also part of diverse communities.
Here’s are some key takeaways:
- Gen Z is highly diverse and culturally aware.They value authenticity, inclusion, and creativity. They don’t want one-size-fits-all messages — they want brands to understand their values, passions, and communities and not just age or race.
- The marketing funnel has changed.Gen Z’s buying journey is no longer a straight line – it’s more circular— they discover brands through creators and friends, then they move through the community seeking social proof and validation and take action when culture and values align.
- Five key changes:.
- Influence matters more than ads.Gen Z trusts YouTubers, TikTokers, and streamers over commercials. YouTube is their top media platform. Brands need to work with creators for long term, not just paying for ads.
- Identity shapes everything.They see themselves in many ways and expect brands to connect with those different sides. For example, one person might express different sides of themselves across platforms: serious on LinkedIn, creative on TikTok, socially aware on Instagram.
- Moments matter more than holidays.They shop to celebrate personal wins or life milestones, not just big events like Black Friday. Their link to a product is a guided choice that aligns with their personal identity and self-expression. In other words, it’s more personal and emotional.
- Community drives decisions.They talk to others online and make choices together. They rely heavily on their online communities to validate, recommend, or critique products before buying. Instead of being moved by brand messages or remarketing emails (like older consumers might be), they look to friends, creators, and peer groups on platforms such as TikTok, Reddit, Discord, and YouTube for real opinions. Brands must join those communities, not just advertise to them.
- Values close the deal.They only support brands that act on their beliefs — inclusion, ethics, mental health support, social justice and sustainability and not just talk about them. They check if companies are ethical and inclusive. Collage Group’s data shows that 45% of Gen Z researches a brand’s inclusive practices before buying.
Implications for brands
For brands, the main implication is that traditional marketing funnels no longer work with Gen Z . They are motivated to share and buy through creators, communities, and cultural moments rather than ads or promotions. To stay relevant, brands must become part of Gen Z’s world – building long-term partnerships with creators, showing up in communities, and connecting through personal and emotionally meaningful experiences. Most importantly, Gen Z expects brands to act on their values of being genuine, inclusive, and transparent.
Want to dive deeper into these insights to refine your brand’s strategy? Connect with us at Pearl Strategy (johnchan@pearl-strategy.ca) to learn how we can help your brand respond to with empathy and impact.
Source: Insights Association, October 2025
