SOCi research: the path to purchase has splintered and rule breaking Gen Z is driving the change

Younger consumers no longer follow a clear search journey for retail brands. Instead, they hop between TikTok, Reddit, Google Maps, and AI tools like ChatGPT to find what they need, piecing together a full picture before ever committing to a brand. That’s according to new research (involving 1,001 Americans) by AI driven MarTech platform, SOCi.

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 The traditional front door has been replaced by a dozen digital entry points, each one shaping how a brand is perceived.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,” says Monica Ho, CMO at 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.”

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,” says 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.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.