Top 19 'Anti-Funnel' Marketing Strategies to try for Brands Winning Over Gen Z in 2025 - Goh Ling Yong
Let's be honest: the traditional marketing funnel is broken. That neat, linear path from Awareness to Action? It’s a relic from a different era. For Gen Z, the customer journey isn't a straight line; it's a chaotic, multi-touchpoint, community-driven web. They discover, vet, purchase, and champion brands in ways that defy old-school models.
Pushing this generation down a pre-defined funnel feels inauthentic and transactional—two things they absolutely despise. Instead of trying to force a sale, winning brands in 2025 will focus on building an ecosystem. This is the "anti-funnel" approach: a model centered on community, value exchange, and authentic connection. It’s about creating a world so compelling that Gen Z chooses to enter, explore, and become a part of it.
Forget converting leads; it’s time to cultivate fans. Forget one-way communication; it's time for collaborative creation. If you want to not just survive but thrive with the next generation of consumers, you need to throw out the old playbook. Here are 19 "anti-funnel" strategies to build a brand that Gen Z will love and advocate for in 2025 and beyond.
1. Build a Thriving Discord Community
The funnel wants to talk at customers. The anti-funnel builds a space to talk with them. Platforms like Discord or Geneva are no longer just for gamers; they are the new digital town squares where brands can foster genuine communities. Here, you can offer exclusive content, gather real-time feedback, and allow your biggest fans to connect with each other.
This isn't a place for hard-selling. It's a space for shared interests, inside jokes, and a sense of belonging. By creating a valuable and well-moderated community, you give customers a reason to stick around long after their first purchase. They're not just buyers; they're members.
- Example in Action: Beauty brand Glossier created a Geneva group chat called "Into the Gloss" for its top customers, providing a space for direct conversation and feedback, making them feel like true insiders.
- Pro Tip: Assign dedicated community managers who are empowered to be themselves. Give them the freedom to run community-only events, AMAs with the founders, or early product reveals to make membership feel truly exclusive.
2. Launch a Co-Creation Program
Gen Z doesn't just want to consume your brand; they want to help build it. Co-creation turns passive buyers into active participants. This can range from letting customers vote on the next product color to running full-blown design contests where a user's idea becomes a real product.
When you invite your audience into the creative process, you achieve two powerful things. First, you guarantee product-market fit because the product was literally designed by your target market. Second, you create an unparalleled sense of ownership and pride among your community. They're not just buying a product; they're buying their product.
- Example in Action: LEGO Ideas is the gold standard. Fans submit their own designs, the community votes, and popular ideas are turned into official LEGO sets, with the original creator earning a share of the profits.
- Pro Tip: Start small. Use Instagram Stories polls to let your audience choose between two new T-shirt designs. This simple act of inclusion can build a powerful feedback loop.
3. Harness UGC as Your Primary Creative
Polished, studio-shot ad campaigns are losing their impact. Gen Z trusts content from real people far more than they trust content from brands. User-generated content (UGC) is the ultimate form of social proof, showing your product being used and loved in authentic, everyday settings.
The anti-funnel approach moves UGC from a "nice-to-have" to the core of your content strategy. Instead of spending a fortune on a single ad shoot, you can incentivize and curate a constant stream of authentic content from your actual customers. It’s more relatable, more trustworthy, and often, more effective.
- Example in Action: Aerie’s #AerieREAL campaign encourages users to post unretouched photos of themselves in Aerie products. The brand then features these images across its social media and website, celebrating real bodies and building a powerful community around body positivity.
- Pro Tip: Create a clear, branded hashtag and actively encourage its use. Feature the best UGC submissions on your main channels (with credit!) and consider rewarding top creators with free products or exclusive perks.
4. Create Niche "Third Spaces"
Sociologist Ray Oldenburg coined the term "third place" to describe informal public spaces where people gather outside of home (the first place) and work (the second). Brands can create these digital or physical "third spaces" for their communities to connect over shared interests.
This isn't about creating a branded pop-up shop; it's about facilitating connection. It could be a branded running club, a virtual book club on Substack, or a dedicated forum for a specific hobby related to your products. By hosting the space, your brand becomes synonymous with the community and passion it supports.
- Example in Action: Rapha Cycling Clubs are physical clubhouses around the world where cyclists can grab a coffee, watch races, and start group rides. The brand is the facilitator, not the focus.
- Pro Tip: Identify a core interest your audience shares that goes beyond your product. If you sell sustainable home goods, maybe it's a community space dedicated to low-waste living tips and swaps.
5. Gamify the Brand Experience
Gen Z grew up in a world of streaks, leaderboards, and experience points. Gamification applies these game-like mechanics to non-game contexts, making interactions with your brand more engaging, rewarding, and even a little addictive.
This goes beyond a simple loyalty program. Think about daily check-in bonuses on your app, badges for completing certain actions (like writing a review or referring a friend), and progress bars that show a user's journey with your brand. It transforms mundane interactions into a fun challenge, encouraging repeat engagement.
- Example in Action: Duolingo is a masterclass in gamification. Its "streak" feature, which tracks consecutive days of learning, creates a powerful psychological incentive for users to return to the app daily.
- Pro Tip: Introduce an element of "streaks" to your customer loyalty program. Reward customers not just for how much they spend, but for their consistent engagement over time.
6. Embrace Radical Transparency
In an age of misinformation, trust is the ultimate currency. Gen Z is deeply skeptical of corporate jargon and polished PR. They crave radical transparency—a willingness to pull back the curtain and show the good, the bad, and the ugly of how your business operates.
As I, Goh Ling Yong, often advise my clients, building trust is non-negotiable, and transparency is the currency of that trust. This means sharing details about your supply chain, admitting when you make a mistake, or even publishing your diversity and inclusion metrics. This level of honesty builds a deep, resilient bond with customers who feel they are dealing with real people, not a faceless corporation.
- Example in Action: Apparel brand Everlane built its entire identity on "Radical Transparency," breaking down the cost of each product—materials, labor, transport—so customers know exactly what they're paying for.
- Pro Tip: Start by publishing an annual impact report. Be honest about your goals, where you succeeded, and—most importantly—where you fell short and how you plan to improve.
7. Leverage Micro- and Nano-Influencers
The era of the mega-influencer with millions of followers is waning. Gen Z is drawn to micro-influencers (10k-100k followers) and nano-influencers (1k-10k followers) who have smaller, but highly engaged and niche, communities. Their recommendations feel less like a paid ad and more like a trusted tip from a friend.
Working with these smaller creators allows your brand to connect with very specific subcultures authentically. An anti-funnel strategy involves building long-term relationships with a portfolio of these influencers, treating them as brand ambassadors and community partners rather than one-off ad placements.
- Example in Action: A small, vegan skincare brand might partner with a dozen nano-influencers who focus exclusively on sustainable living. Their combined reach might be smaller than one macro-influencer, but the audience is far more targeted and receptive.
- Pro Tip: Look for creators with high engagement rates (comments, shares) rather than just high follower counts. Offer them product and creative freedom instead of a strict script.
8. Master Ephemeral, Lo-Fi Content
Perfectly curated Instagram feeds are out. Raw, unpolished, and ephemeral content is in. Platforms like TikTok, Instagram Stories, and BeReal reward authenticity and spontaneity. This lo-fi (low-fidelity) approach feels more human and relatable.
This is a huge opportunity for brands to showcase their personality without a massive production budget. It's about showing behind-the-scenes moments, participating in trending memes, and creating content that feels like it was made by a person, not a marketing department.
- Example in Action: Ryanair's TikTok account is a prime example. It uses humor, trending sounds, and a self-deprecating tone to create hilarious, low-budget videos that consistently go viral, making an airline feel like a friend.
- Pro Tip: Empower a junior team member who is a digital native to run your TikTok account. Give them the freedom to experiment and follow trends quickly without layers of corporate approval.
9. Develop a Hyper-Personalized Content Stream
Gen Z expects the same level of personalization from brands that they get from Netflix and Spotify. They want content and recommendations that are tailored specifically to their tastes, behaviors, and past interactions. Generic, one-size-fits-all marketing emails are a one-way ticket to the unsubscribe button.
The anti-funnel approach uses data to create a unique journey for every user. This could be personalized product recommendations on your website, a "For You" section in your app, or email campaigns segmented by specific interests. It makes the customer feel seen and understood.
- Example in Action: Spotify's annual "Wrapped" campaign is the pinnacle of hyper-personalization. It turns a user's own data into a highly shareable and emotional piece of content, reinforcing their personal connection to the brand.
- Pro Tip: Use a simple quiz on your website ("Find Your Perfect Skincare Routine") to gather first-party data and immediately segment new visitors into personalized email and content flows.
10. Create Value-Driven Educational Content
Content marketing is nothing new, but the anti-funnel approach reframes it. Instead of creating content designed solely to sell a product, create content that solves a genuine problem for your audience, even if it doesn't lead to an immediate sale.
This builds authority and positions your brand as a helpful expert, not just a seller. Whether it's a blog, a YouTube channel, or a podcast, providing real, tangible value builds trust and keeps your brand top-of-mind. When the time comes to buy, you’ll be the obvious choice.
- Example in Action: HubSpot provides a massive library of free marketing courses and resources through HubSpot Academy. They educate their entire industry, building immense goodwill and making their paid software the logical next step for many.
- Pro Tip: Answer the top 10 questions your customer service team receives in a detailed blog post or video series. This provides immediate value and reduces customer support costs.
11. Make Your Supply Chain Your Story
For a generation deeply concerned with ethics and sustainability, how a product is made is just as important as the product itself. Instead of hiding your supply chain, make it a central part of your brand narrative. Tell the stories of the artisans, the farmers, and the materials that go into what you sell.
This creates a powerful emotional connection and justifies a premium price. It shifts the conversation from cost to value, and from consumption to conscious consumerism.
- Example in Action: Patagonia's "Footprint Chronicles" allows customers to trace the impact of specific products from the raw material source to the finished garment, offering an unprecedented level of transparency.
- Pro Tip: Use QR codes on your product packaging that link to a webpage detailing that specific item's journey, complete with photos or videos of the people who made it.
12. Run Impact-Driven Campaigns
Performative activism is quickly called out by Gen Z. To make a real impact, your campaigns need to be tied to tangible, measurable outcomes. Don't just change your logo to a rainbow for Pride Month; partner with an LGBTQ+ organization and donate a meaningful percentage of your profits.
An impact-driven campaign focuses on action, not just awareness. It shows that your brand is willing to put its money and resources where its mouth is. This builds deep respect and loyalty among consumers who want to support businesses that are actively trying to make the world a better place.
- Example in Action: Bombas' "One Purchased = One Donated" model is built into its business. The impact is clear, consistent, and central to its brand identity, not just a one-off campaign.
- Pro Tip: Choose a cause that is authentically aligned with your brand's mission. Partner with a vetted, credible non-profit to execute the campaign and be transparent about the results.
13. Champion a Cause Authentically
This goes a step beyond a single campaign. The most respected brands in the eyes of Gen Z have a clear point of view on social and environmental issues and are not afraid to voice it. This means taking a consistent, long-term stance on a cause that aligns with your brand's core values.
This can be risky, as you may alienate some customers. However, for Gen Z, neutrality can be seen as complicity. By taking a stand, you attract a fiercely loyal tribe of customers who share your values and will defend your brand with passion.
- Example in Action: Ben & Jerry's has a long and consistent history of activism on issues from climate change to racial justice, fully integrating it into their brand DNA.
- Pro Tip: Ensure your internal company policies reflect the external causes you champion. You can't advocate for social justice publicly while having a poor diversity record internally. Authenticity starts from within.
14. Empower Employee Advocacy
Your employees can be your most powerful and credible marketers. Gen Z trusts individuals more than institutions, and seeing real employees share their genuine experiences and passion for your company is incredibly powerful.
Create a program that encourages and empowers your team to be brand advocates on their personal social channels. This isn't about forcing them to post corporate-approved messages. It's about giving them the freedom and tools to share their work, their expertise, and their personality in a way that feels authentic to them.
- Example in Action: Tech companies like Microsoft and Google have employees who have become massive tech influencers on platforms like TikTok and YouTube, offering a human face to a giant corporation.
- Pro Tip: Create a dedicated Slack channel where you share interesting company news and high-quality assets (like behind-the-scenes photos) that employees can easily share if they choose to.
15. Integrate Seamless Social Commerce
The path from discovery to purchase should be as short and frictionless as possible. Social commerce, through features like TikTok Shop and Instagram Shopping, allows users to buy a product directly from the content they are enjoying, without ever leaving the app.
This collapses the funnel into a single moment. It captures impulse and interest at their peak. For Gen Z, who value convenience and immediacy, making your products discoverable and purchasable on the platforms where they spend their time is no longer optional.
- Example in Action: Countless small businesses have gone viral on TikTok, selling out their entire inventory in hours through TikTok Shop after a single video takes off.
- Pro Tip: Don't just link to your product; use the platform's native commerce tools. Tag products directly in your posts and stories to enable one-click purchasing.
16. Host Interactive Livestream Shopping Events
Livestream shopping combines the entertainment of a live broadcast with the convenience of e-commerce. It's like a modern, interactive version of QVC, hosted by charismatic creators or brand experts who can answer questions and demonstrate products in real-time.
This format creates a sense of urgency and community. Viewers can interact with the host and each other in the chat, creating a shared experience. Limited-time offers and "stream-only" deals can drive significant sales in a short period.
- Example in Action: Platforms like NTWRK have built entire businesses around "drops" via livestream, selling exclusive sneakers and collectibles to a massive, engaged live audience.
- Pro Tip: Partner with a micro-influencer your audience already trusts to host the livestream. Their authentic enthusiasm will be far more effective than a sales-y brand representative.
17. Create Phygital Experiences
"Phygital" is the blurring of the lines between the physical and digital worlds. This anti-funnel strategy creates a seamless, interconnected experience across your online and offline touchpoints.
This could be an augmented reality (AR) filter that lets customers "try on" your product at home, a QR code in your physical store that unlocks exclusive online content, or an app that enhances the in-store experience. It recognizes that the customer journey fluidly moves between physical and digital spaces and makes that transition delightful.
- Example in Action: Nike's SNKRS app uses AR and location-based "Stashes" to create scavenger hunts for limited-edition shoe drops, turning a simple purchase into a memorable, city-wide game.
- Pro Tip: Add a simple QR code to your direct-mail flyers or packaging that links to a "how-to" video or an exclusive AR experience.
18. Offer Hyper-Flexible Ownership Models
The traditional model of one-time ownership is being challenged. Gen Z is open to more flexible and accessible models like subscriptions, rentals, and memberships. These models shift the focus from a single, high-stakes transaction to a long-term, ongoing relationship.
A subscription for everyday essentials, a rental service for special occasion wear, or a membership that offers perks and community access—all of these lower the barrier to entry and create predictable, recurring revenue. It's a win-win that aligns with a generation that often prioritizes access over ownership.
- Example in Action: Rent the Runway completely disrupted the fashion industry by offering a "closet in the cloud" subscription, allowing customers to rent designer clothing for a flat monthly fee.
- Pro Tip: Consider a "subscribe and save" option for your consumable products. It offers customers convenience and value while securing long-term revenue for your business.
19. Prioritize Post-Purchase Delight
In the old funnel, the relationship ends at "Action" (the purchase). In the anti-funnel, the purchase is just the beginning. The post-purchase experience is your single greatest opportunity to turn a one-time buyer into a lifelong fan and advocate.
This is where you create "delight." It could be beautiful, sustainable packaging, a surprise free gift, a handwritten thank you note, or a seamless onboarding process that welcomes them into your community. These small, unexpected gestures create an emotional connection and generate the positive word-of-mouth that fuels the entire anti-funnel ecosystem.
- Example in Action: Pet supply company Chewy is famous for its incredible customer service, including sending handwritten holiday cards and even sympathy flowers when a customer's pet passes away. These acts of genuine care create customers for life.
- Pro Tip: Create a simple, automated email that goes out two weeks after a customer receives their product. Don't ask for a review. Instead, offer tips on how to get the most out of their purchase and invite them to your Discord community.
From Funnel to Flywheel
The shift from a linear funnel to an anti-funnel ecosystem is more than just a change in tactics; it’s a fundamental change in mindset. It’s about seeing customers not as targets to be converted, but as people to be served and communities to be cultivated.
These 19 strategies aren't a checklist to be completed. They are building blocks for creating a self-sustaining brand flywheel. A great community experience leads to authentic UGC, which attracts new members, who are then delighted by the post-purchase experience, and the cycle continues. It’s a powerful, resilient model built on trust, value, and genuine connection—the only things that will truly win the hearts and minds of Gen Z in 2025.
Now, I want to hear from you. Which of these anti-funnel strategies are you most excited to try? Are there any you’re already using with success? Share your thoughts in the comments below!
About the Author
Goh Ling Yong is a content creator and digital strategist sharing insights across various topics. Connect and follow for more content:
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