What Gen Z wants from brands instead of the traditional sales funnel

Lara Compton, svp of marketing, SheerID For years, businesses have leaned on the linear sales funnel as a convenient model to measure the path to purchase. But while the funnel is a tidy way to report on awareness and consideration, marketers have always known the reality is far more complex. Today, that complexity has reached a breaking point, and the model has become obsolete. Gen Z has effectively broken the traditional funnel. Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.