The brand funnel could be on the verge of extinction, according to 5D’s CEO Lyndall Spooner who believes the century-old model is “no longer a reliable blueprint for consumer behaviour.”
Spooner, the founder of the Sydney-based strategic research consultancy 5D (formerly Fifth Dimension) spoke with B&T ahead of the firm marking its 20th anniversary on Thursday at the Museum of Contemporary Art in Sydney, warning that brands relying on memory-driven awareness “will fall behind” as technology and active search continues to change how consumers are choosing products.
The brand funnel, first conceptualised in 1898 by Elias St. Elmo Lewis and later formalised in 1924 as the ‘purchase funnel,’ has long guided marketers in mapping the stages consumers move through – from awareness to consideration to purchase.
However, Spooner argues the model is “increasingly out of step with modern buying behaviour.”
“The original brand funnel is almost 130 years old,” Spooner told B&T. “Back then, your only mass-market options were print ads. People relied on memory, on brands they’d already heard of. That’s how decisions were made. Today, that’s completely disrupted.”
According to Spooner, the shift began years ago when consumers started using the internet to actively search for products. “You don’t have to have built passive consideration to be chosen anymore. If brand B looks better, is cheaper, or easier to access than brand A—even if you haven’t heard of it – you’re likely to go with B,” she explained.
Spooner refers to this evolution as the “disrupted funnel,” a concept 5D began exploring six years ago. The focus has shifted from memory-driven awareness to active search, evaluation, and decision-making at the point of need.
Impact of technology on consumer behaviour
Technology, including AI, has further accelerated the demise of the traditional funnel. “People today rely on technology to make decisions,” Spooner said.
“IQ levels are declining, self-efficacy is declining, so people feel more confident letting technology guide them.”
Spooner highlights that modern consumers increasingly follow a “path to purchase” rather than the linear stages of a funnel. “Advertising still has a role, and word of mouth still matters, but technology is dominant,” she said. “Most brands that win market share today aren’t the ones you’ve built in memory – they’re the ones people discover when they actively need them.”
This shift underscores the importance for brands to be present and relevant in moments of decision-making rather than relying solely on traditional awareness campaigns.
Adapting to changing consumer behaviours
For companies still tied to the traditional funnel, Spooner advises a nuanced approach.
“It depends on the complexity and risk of the decision. Shorter decision processes might still rely on memory, while longer, more considered purchases are influenced by research, comparisons, and technology,” she told B&T.
5D’s approach focuses on helping clients understand how, when, and where consumers make choices. “Brands need to adapt to new consumer behaviours. If you’re only measuring awareness and consideration, you’re not capturing where people are actually deciding,” Spooner adds.
Challenges of Traditional Marketing Metrics
Spooner is equally critical of conventional marketing metrics.
“Brand consideration metrics are outdated,” she said. “They don’t reflect how people make decisions today.”
Instead, she advocates for more granular, performance-focused measures that evaluate influence at the point of purchase. “It’s not about being remembered; it’s about being chosen. Companies that focus on influencing decisions when they actually happen will win,” she explained.
Alongside this forward-looking perspective, 5D is also reflecting on two decades of steady growth. The consultancy rebranded last year and continues to maintain high client and staff retention rates. “I’m very proud of the company we have,” Spooner said. “The people are the differentiator – our first employee is still with us, and we have a 97 per cent staff retention rate.”
5D’s philosophy has always prioritised quality over quantity. “We don’t go after every client. We focus on long-term relationships and specialise in areas where we can demonstrate real impact,” Spooner said. “That approach gives us a 95% pitch win rate, because we do fewer things, but we do them better.”
As 5D enters its third decade, Spooner highlighted “the emphasis remains on staying ahead of the curve in a marketing world where the old rules no longer apply.”
“The funnel is dead,” she said. “What matters now is understanding how people actually choose, and making sure your brand is in the right place at the right time.”
