Where previous generations might have turned to a single search engine or mapping app, Gen Z navigates a mosaic of micro-decisions. Their journey could begin on TikTok, continue through Reddit threads or Yelp reviews and culminate in a Google Maps search. The traditional front door has been replaced by a dozen digital entry points, each one shaping how a brand is perceived.
“Legacy retail marketing models weren’t built for today’s buyer,” said Monica Ho, CMO, SOCi. “Gen Z is redefining what discovery looks like; they don’t follow a path, they create one. Brands that can’t meet them across platforms with authenticity and proof won’t earn their trust or their business.”
This fragmented approach to search and discovery comes with a reshuffling of trust. While search engines and navigation tools remain widely respected across age groups, Gen Z is far more likely to experiment with newer tools like AI-driven platforms while also leaning into peer-powered content. Yet despite this experimentation, they remain cautious: AI still lags behind in trustworthiness, while user-generated content on platforms like Instagram, TikTok and Reddit plays a larger role in shaping decisions.
Brand loyalty is also on the decline. According to the CBI, nearly one-third of consumers aged 18–24, and more than a third of those aged 25–34, report being less loyal to retail brands than they were a year ago. For the youngest buyers, traditional brand reputation ranks just ninth in importance when making a purchase decision, trailing behind factors like price, quality, convenience, customer reviews and visual content.
“There’s no single source of truth anymore,” added Ho. “Consumers, especially younger ones, are assembling the full picture themselves, platform by platform. To win their trust, retail brands must meet them everywhere and prove their value at every turn.”