Funnel Evolution in 2025

Sales

Apr 14

The Big Guys Are Doing It...

Boston Consulting Group, McKinsey, Deloitte—even Google—they’re all saying the same thing:

The funnel is dead.

Not because people suddenly stopped buying things, but because the way they move through a buying journey is nothing like that tidy awareness → consideration → decision diagram you saw in your marketing textbook.

Let’s break down what’s changed—and why it matters.

1. It’s Not a Funnel, It’s a Mess

The linear path is gone. People jump between steps, skip stages entirely, come back months later, and make decisions based on impulse, influence, or a random TikTok comment.

They’re scrolling Instagram, watching YouTube reviews, Googling comparisons, and clicking an ad—all before lunch.
Sometimes they buy right away. Sometimes they ghost you for six months.

Old-school funnels can’t keep up with modern buyer behavior.

2. Think in 4S: Streaming, Scrolling, Searching, Shopping

BCG’s replacement for the funnel isn’t perfect, but it’s a lot closer to reality.

Streaming = Passive exposure (YouTube, podcasts, TikTok)
Scrolling = Discovery and influence (Instagram, Reddit, LinkedIn)
Searching = Intent signals (Google, Amazon, even ChatGPT)
Shopping = Decision and purchase (on platform or off)

These aren’t stages. They’re modes of behavior, and buyers switch between them constantly.

3. Every Moment Is a Moment of Influence

You’re not waiting for someone to “enter the funnel.” You’re influencing in real-time.

That blog post? It might convert someone five minutes or five months from now.
That UGC reel? Could hit someone mid-scroll and move them straight to checkout.
That paid ad? Better look native, or they’ll swipe right past.

Marketing today is about being everywhere at once—not just at the “top” of a funnel.

4. Don’t Ditch Strategy—Just Update the Map

The idea of moving people from unaware to action still holds. But now, you need to build for non-linear paths.

Create content for every mode (stream, scroll, search, shop).
Use retargeting and smart creative to keep showing up.
Think more like a guide than a pipeline manager.

It’s not about locking people into your funnel—it’s about staying relevant wherever they are.

The Funnel Isn’t Dead, It’s Just Not a Funnel

If you’re still planning marketing like it’s 2015, you’re wasting money. The “big guys” have already adjusted.

The funnel’s new shape? More like a choose-your-own-adventure.

And the brands who win in 2025? They’re the ones who built the map, not the tunnel.

Bruen Creative Co.