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Of all the things weve used ChatGPT for in 2025, one of the most specific was: What should we drink on a Dalston dive bar expedition on a Thursday night with cooler, younger clients, to avoid a hanxiety-filled Friday, with a board presentation to write? The answer? Neat Patrón or margaritas, with tips on hydration and sleep. It actually worked. We had a great night, and woke up (relatively) clear-headed. This is what millions of people are doing every day: trading Google rabbit holes for AI when seeking product advice, personal hacks, and brand choices. ChatGPT isnt just an influencing preference. It increasingly is the preference engine. KILL THE FUNNEL For decades, brand and marketing strategy has operated around a simple concept: the funnel. First, you capture awareness. Then, cultivate interest. After that, you guide consumers toward decision, and finally, conversion. Clean, rational, linear. We all knew it was flawed but there was a directional truth to it that made it very useful to plan around. But in 2025, the time has come to kill the funnel. We set out to write a paper on what to replace it with, drawing on extensive research, our client work, and input from our friends at Reddit. Here are the highlights so far. HOW TO REPLACE THE FUNNEL Consumers arent moving predictably through stages. Theyre outsourcing research and shortlisting to machines. Theyre skipping steps entirely. Just six months ago wed have called BS on this proclamation. But today, this is very much happening: Roughly 50% of shoppers in the U.S., UK, Canada, and Australia use GenAI for e-commerce tasks Over 60% of U.S. Gen Z and millennials use GenAI to help manage their finances Leading venture capitalists and tech leaders are speculating about a future where AI superagents dissolve the role of apps and traditional user interfaces Of course the rate of change varies widely by purchase complexity, with an incredible 47% of travel shoppers feeling confident when using AI compared to 17% knowingly using it in grocery. But the overall picture is of a collapsing customer journey. That means the strategies designed to move people through it will collapse with it. The implication is profound. Brand building now has two audiences: Humans and machines. 2 MODES OF MODERN BRAND-BUILDING To succeed in this new reality, marketers must operate in two parallel modes: Priming and proving. Priming is about creating long-term predisposition with humans. Building familiarity, cultural relevance, and emotional affinity regardless of whether theyre currently in market. Proving is about surfacing the evidence that both humans and deep learning algorithms trust. Delivering the information and signals that win in a machine-mediated, AI-driven decision moment. HOW TO PRIME Priming creates familiarity and favorability in human memories, to become the default choice in someones mind before they need to choose. That means: Emotional storytelling that travels Memorable brand codes and consistent assets Participation in culture, including TikTok trends, Discord, or headline-making activations Community-led content people want to remix, share, and live with Experiences that build brand belief through action, not just ads Orientating brand health measurement around equity metrics that track progress on how well youre influencing human perceptions and memory structures In other words, best-practice, 21st century upper funnel marketing. But less focused on interruption at scale and more on a coherent ecosystem of authentic, useful, and entertaining content/experiences. HOW TO PROVE Proving is where humans and machines overlap. It’s what shows up when someone (or something) is checking whether you’re credible, relevant, and worth recommending. That means: High-quality, up-to-date product and brand information across the web Clear alignment between brand promise and experience Independent reviews and endorsements High-authority media mentions and expert takes Fast correction of misinformation and inconsistent signals Orientating brand health measurement around entity metrics that track progress on how well youre influencing large language model (LLM) representation and retrieval The proving layer is what determines whether AI assistants recommend your brand or skip it entirely. THE NEW CUSTOMER JOURNEY IS A FLYWHEEL Heres the shift: Where the funnel assumes a one-way path, priming and proving are a constant loop. This is a flywheel, where strong priming makes AI recommendations feel more trusted, while great proving strengthens memories and impressions with humans and machines alike. Viewing our Patron/hangxiety experience through this model, wed already seen the Nothing to Hide platform (priming). The subsequent experience of the LLM recognizing bartender advocacy (proving) on the same topic likely influenced our momentous drinks decision. This is what brand leadership looks like in the AI era: not guiding people down a funnel, but building a self-reinforcing system where emotional equity and informational credibility compound. FINAL THOUGHT: HELPING HUMANS > HACKING SYSTEMS The brands that win in this new era of customer decision making wont do it by hacking a single channel or reverse-engineering one LLM’s ranking logic. The innovation rate is so fast that no one really knows how this will play out. What feels like a hack today may be obsolete tomorrow. But there are clues. Nick Turley, head of ChatGPT said recently that while they are still really in the MS-DOS phase, ultimately the expeience is being optimized to help people thrive rather than for a specific engagement or time metric. So it follows that the brands they favor will do the same, through being as useful, trustworthy, and interesting as possible. Great brand building has always been about these qualities. But we cannot underestimate the paradigm shift caused by them being codetermined by hyperintelligent machines. The flywheel previously known as a funnel is already spinning. CMOs should jump on it now, or watch competitors generate exponential growth while they wait. Neil Barrie is global CEO and cofounder of 21st Century Brand. Dan Hauck is executive strategy director and partner of 21st Century Brand.
Category:
E-Commerce
America is at a generational tipping point. The next five years will usher in a whole new class of leaders as powerful positions shift from one generation to the next. Leadership roles are transitioning away from baby boomers, whether they like it or not. Millennials and Gen Z are poised to rise in the ranks, however much of the business canon and available literature offers advice from an irrelevant worlda world before hybrid offices, social media, and kiss cams at Coldplay concerts. Leaders are navigating digital and IRL (in real life) challenges where the older generations leadership styles are incongruous with the current moments needs. So how does one navigate management and remain a values-driven millennial? Have no fear, a well thought out guidebook is here! Amanda Litmans new book When Were in Charge: The Next Generations Guide to Leadership thoughtfully shares advice collected from over 100 interviews with next-gen leaders across all industriesincluding Litmans own experience charting a path as cofounder of Run for Something. FILLING THE BUSINESS BOOK CANON GAP In her formative experience leading Run for Something as a 27-year-old, Litman was frequently the youngest person in the room. The business books she turned to did not teach how to assert authority in these situations, let alone how to craft her social media presence in harmony with her leadership style, or how to balance burnout while role-modeling a culture of balance (that still pursues profit). It was Litmans search for maternity leave options as a founder that sharpened her realization: The gap between the advice she was getting from boomers, and the world she was navigating, was widening. When Were in Charge highlights Litmans experience navigating maternity leave, alongside her many other experiences like implementing and protecting a 4-day work week, and even simply, figuring out how to dress professionally while being true to oneself. This book, with its collection of insights from founders across industries. It is especially useful for anyone thinking about moving into a leadership role in the near future when particularly tired of the always on management styles of previous generations. The book is clearly written for its audience, so boomers beware. And also note: If youre looking for advice on how to balance payroll with cashflowthis is not that kind of business book. WHY WORK SHOULDNT SUCK I had the opportunity to catch up with Litman about her book launch and its pivotal timing for those 40 and under. One way younger leaders can navigate the current climateand any climateLitman believes, is with a new set of values. That includes one distinct value that work shouldnt suck. Litman shares that, Misery is not inherently necessary for things to be good, or for things to be worth it. Suffering doesnt add value in the end. For anyone wondering what this looks like in practice, part two of Litmans book goes into detail on how to implement and protect things like a 4-day work week and a culture of work-life balance within your organization. Throughout the book, but this section in particular, are practical tips from non-boomer founders, managers, politicians, and leaders. Part two has a particularly helpful section on meetings, where millennial founder Danielle Kantor of Sticky Note Labs shares actionable tips on how to structure meetings and use the time effectively. Meetings arent the problemits how were using them says Kantor. Aside from the practical elements, Litman is thinking big, and remains optimistic about this generational shift. I think we can establish a new way of leadership that becomes systemic. Maybe I am a little too optimistic, but as the world burns, we get to decide how we want to rebuild it and we are not beholden to the way things were done yesterday, as we decide how the world is going to be tomorrow. We get a chance to do it differently, Litman says. And if youre wondering how to do this as a first-time manager or CEO, Litmans When Were in Charge offers both the practical tools and the generational mindset to lead differentlyand dare I say, better than before. Maureen Brown is CEO and cofounder of Mosie Baby.
Category:
E-Commerce
Sustainability once sounded like the pinnacle of progressa badge brands wore proudly to signal responsibility on climate, health, and the environment. But for todays consumers, especially Gen Z, sustainable feels like standing still while the planet unravels. In the face of climate chaos, depleted soils, and vanishing biodiversity, maintaining the status quo is no longer enough. The call of our time is not just to sustain, but to restoreto repair whats been broken and restore whats been lost. I spoke with Gary Hirshberg, cofounder of Stonyfield Farm, about this new generation of consumers, the fundamental shift in product expectations, and the important role of agriculture. Q: Sustainability isnt enough anymore. Whats changing? Hirshberg: Sustainability is no longer just a buzzword. Todays younger consumers are not satisfied with talk and small token actions that commanded respect in the past. They actually know the difference between verbiage and meaningful action and are also far less inclined to applaud brands for simply reducing impacts. Instead, through social media and particularly influencers, they seek companies that are endeavoring to regenerate our planet by actively restoring the soil, rebuilding ecosystems, and strengthening local communities. And because they dont trust companies and institutions, they require third-party verification of these claims. Seventy-nine percent of shoppers consider sustainability before making a buying decision, according to a recent IPG study. But it doesnt stop there, with 63% of consumers willing to pay more for products with features like ethical sourcing or recyclable packaging. From groceries to skincare to clothing, eco-conscious consumers are driving change. According to the same IPG study, 92% of consumers want to know what brands are doing to fight climate change. Q: Why should agriculture lead this shift? Hirshberg: Agriculture is one of humanitys most significant contributors to climate change and is directly responsible for approximately 10% of global greenhouse gas (GHG) emissions, with some sources estimating it contributes up to 25% when including emissions from land use changes like deforestation and monocropping, and also the manufacture of inputs like nitrogen fertilizers. These emissions, which include methane and nitrous oxide, come from processes like livestock, soil management, and the energy used in farm operations and transportation. But thanks to Rodale Institute and numerous other scientific organizations globally, we now know that organic practices produce significantly and sustainably lower emissions. By analyzing over a thousand soil samples organically and conventionally managed from across 48 U.S. states, The Organic Center and Northeastern University found that organic soils had 13% higher soil organic matter and 44% higher long-term carbon storage than conventionally managed soils. Recent studies by the International Federation of Organic Agriculture Movements (IFOAM) and the Rodale Institute postulate that 30 to 40% of GHG emissions could be captured if cropland transitioned to organic farming. The solutions are at hand, and fortunately todays younger and better educated consumers are demanding them. I spent three decades growing Stonyfield Farm into one of the most trusted organic brands in America and the world, and I remain active with the company today. But our growth and loyalty are not just from what we sayour investments in advertising are a rounding error next to our conventional nonorganic counterparts. Instead, with social media and influencers, we have shown the dramatic climate and environmental results our farmers have achieved with significant increases in soil carbon, biodiversity, nitrogen reductions and retention, animal health, and other positive indicators. We have seen and shown first-hand that how we grow our food matters, and consumers are paying attention. Now, on the backs of decades of organic progress and results, we are witnessing increased interest in the notion of regenerative farming methods. But savvy consumers know that unless these systems are also organically certified, using the new Regenerative Organic certification, they are likely to be highly prone to greenwashing. Real climate progress can only be made when synthetic nitrogen fertilizers and the resulting dangerous nitrous oxide emissions are halted. And, true carbon sequestration requires soil ecology improvement below one meter of depth, as is the case with most organic systems. Regenerative Organic certified agriculture builds on the important foundation of USDA Organic standards by adding benchmarks for soil health and animal welfare, created to replenish our planet with nutrients for generations to come. Developed by the Regenerative Organic Alliance, this ensures farms are focused on contributing to ecosystem health by building topsoil, drawing carbon from the atmosphere, and investing in farm worker welfare. And because USDA certified organic standards require third-party inspections, verification, and reporting, consumers can have a far higher assurance that these practices are actually being used, versus simply depending on companies vague claims. Q: How should brands communicate the difference? Hirshberg: The market is saturated with vague sustainability claims and brands greenwashing, with terms splashed across packaging without clear definition of proof points. Organic brands across all sectors are growing faster than their conventional counterparts primarily because the emerging generation of younger, more educated parents and consumers are choosing to support verified practices. These consumers seek clarity and brands they can trust, and labels like Regenerative Organic Certified and USDA Organic are helping to cut through the noise and guide conscious consumers towards verified impact. Yet, theres still work to be done. IPG found that while 74% of people say certifications are important in buying decisions, many dont understand what these seals mean. Thats why education is criticalfor consumers and brands. According to a recent OTA study, consumers love free-from language or claims like no added hormones, but dont realize that organic certifications meet these expectations. Additionally, the study shares that the more consumers are familiar with specific characteristics like organic, the more likely they are to purchase. The label isnt enoughwe must tell the story behind it. Q: How are organizations like Stoyfield Farm helping consumers recognize and avoid greenwashing? Hirshberg: When we founded Stonyfield over 40 years ago, we learned that communicating the why behind organic was just as important as the what. And today, that is even more urgent. Consumers are hungry for stories of integrity, and regenerative organic agriculture offers a roadmap. Consumers are not just asking for change, theyre living it and demanding companies do the same. Jeff Tkach is CEO of Rodale Institute.
Category:
E-Commerce
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