Consumer journeys have changed. Find out how the 4S behaviors can redefine your marketing

The traditional marketing funnel — relied on by marketers for decades — no longer tells the full story. Consumers now navigate a dynamic web of multiple touchpoints, often all at once.

New research from Boston Consulting Group (BCG) reveals that the “4S behaviors” defining today’s consumer experience — streaming, scrolling, searching, and shopping — have fundamentally reshaped how people discover and engage with brands. Understanding each behavior and adapting your marketing will be critical to reaching audiences, resonating with them, and, ultimately, driving sales.

Source: Based on BCG analysis.

So what exactly are the 4S behaviors, and how could they shape your marketing strategy? Let’s dive in.

The 4S behaviors: A new way to understand the consumer decision-making process

1. Streaming: Always-on media consumption

Streaming isn’t just about watching movies or listening to music. It’s about continuous, personalized content consumption across platforms like YouTube, connected TV, and podcasts. Unlike traditional one-way advertising, streaming experiences are interactive, allowing consumers to move seamlessly from discovery to decision-making.

To stand out, focus on content sequencing, AI-driven personalization, and interactive storytelling that turns passive viewing into active engagement.

2. Scrolling: Discovery in action

Scrolling is the modern-day window shopping. Whether browsing social feeds or searching for inspiration, people are consuming content, often without an immediate intent to buy. But, within seconds, the right creative, product placement, or influencer recommendation can spark interest and drive action.

To cut through the noise in a fast-moving environment, grab attention with optimized creative: engaging visuals, a strong story arc, and AI-driven personalization.

3. Searching: The rise of intent-driven exploration

Search behavior has evolved far beyond typing a query into Google. Today, people search in multiple ways: using AI-powered tools like Gemini for conversational exploration; Google Lens to instantly identify something that catches their eye; AI Overviews to get an AI-generated snapshot with key information and links to dig deeper; or multimodal search that blends text, image, and voice inputs. Many also turn to YouTube to watch reviews and see products in real-life scenarios. As these search habits evolve, consumers increasingly expect intuitive, real-time responses tailored to their needs.

To respond, optimize for multiple search ecosystems and use AI-based advertising solutions. Off-the-shelf products like broad match, Smart Bidding, and automatically created assets can help save you time and drive results.

4. Shopping: Nonlinear, seamless transactions

Consumers now expect a seamless, frictionless shopping experience, whether through a social commerce post, a shoppable YouTube ad, or an in-app checkout. The traditional purchase journey has blurred, as impulse buys and multiple touchpoint decision-making has become the norm.

Address this by integrating shopping into every relevant marketing touchpoint. AI-powered recommendations, personalized offers, and well-placed calls to action can help drive conversions at any stage of the journey.

Putting the 4S behaviors into practice

The rise of the 4S behaviors presents both challenges and opportunities. On one hand, consumer journeys are more fragmented than ever, making it harder to predict and measure influence. On the other hand, these behaviors can also create opportunities to engage, influence, and convert.

Navigating this evolving landscape requires a more flexible framework, one that moves beyond the rigid, linear model of the traditional marketing funnel to embrace influence and AI. By doing so, marketers can better align their strategies with the realities of today’s consumer journey.

Ready to get started? Follow this six-point plan to turn shifting behaviors into opportunities for your business.