Overview
The funnel is still f*cked, but the plot has thickened. Inside Gen Z’s shifting relationship with shopping: from frictionless feeds to the new retail renaissance.
Gen Zs say the social platforms where they discover, purchase, and interact with brands, are making their shopping experiences always-on and mindless, encouraging them to overspend on things they don’t want or need. They’re feeling increasingly wary about not only social commerce, but also the brands they buy on social platforms.
Our latest ALMANAC explores the next chapter in the consumer journey — one defined by deeper, more positive, and meaningful shopping experiences that push back against the doomscroll era.
In today’s social-first and unpredictable consumer landscape, how can brands and marketers get back on track, and bring magic and meaning back to shopping online and off?
This report served as the foundation for Vogue Business's two-part series on how Gen Z broke the marketing funnel.
Part I: Gen Z Broke the Marketing Funnel
Part II: Gen Z Broke the Marketing Funnel — What Now?
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.