Overview
The marketing funnel as we all know it is broken and is not a linear process. Our latest issue of ALMANAC breaks down how Zs are discovering, purchasing, and interacting with brands today — and how to reach them.
Any smart marketer of the last several decades has implemented the consumer funnel—but the traditional linear funnel is f*cked. Gen Zs dip in and out of the traditional funnel stages, breaking down the barriers between brand awareness, inspiration, product discovery, and intentional shopping.
So what does the consumer journey look like now? To understand the new paths to purchase, we surveyed and spoke with hundreds of Gen Zs around the country, as well as journalists and marketing execs at top brands.
For more, check out the Vogue Business report "Gen Z Broke the Marketing Funnel," fueled by our research.
Explore Issues
Archrival ALMANAC is our deep dive into the consumer shifts pushing culture forward.
Proprietary
Research
Ongoing quantitative and qualitative research is foundational to our understanding of young people, allowing us to track who they are today and anticipate where they’re headed next.
Cultural
Immersion
Through viral TikToks, tweet threads, industry reports, boots on the ground investigation — whatever it takes! — we stay tapped into the cultural conversations most relevant to young people.
Consumer
Panel
Our national panel of Millennial and Gen Z respondents are culturally attuned, thoughtful, articulate and engaged. That’s because they’re handpicked by our in-house recruiters, field and influence teams.