South Africa, Feb. 27 -- Awareness came from big-brand storytelling, digital ads, and influencer partnerships with macro's, designed to reach as many people as possible. Consideration was driven by retargeting, reviews, and brand messaging aimed at reinforcing credibility. Only after multiple brand touchpoints would consumers reach the conversion phase - often requiring promotional tactics to drive consumer action.

Now, consumers don't follow this step-by-step journey. Instead of waiting to be guided, they turn to social proof and community-driven content to make decisions in real time. The old funnel is breaking - because trust now comes before awareness, not after. Today's consumers - particularly Gen Z and millennials - engage with br...