In this episode of the Third Way podcast, Manuela Martinez and Adam Smith dive into the unseen forces behind the global drop in sales conversions — and why it’s not about broken funnels or weak marketing tactics.

From the war in Ukraine to post-COVID societal shifts, today’s buyers are influenced by far more than what happens in the digital marketplace. They bring history, fear, hope, and a deep search for meaning into every purchasing decision.

We explore:

• How societal events directly impact buyer trust and decision-making
• Why the “gold rush” days of online marketing are over — and what’s replacing them
• The generational move from safety → status → meaning
• Why Gen Z refuses to buy from companies without real societal impact
• How to rebuild intrinsic motivation in both your team and your clients
• Why your funnels must become psychological journeys, not conversion machines

This is a call to founders, leaders, and visionaries to stop chasing quick wins and start building movements that last. The companies that adapt to this shift — and sell with meaning — will not only survive but thrive in the next era of business.

This is not another funnel strategy or business tip. This is a raw, unedited truth transmission — for those who can no longer lie to themselves about how business is being done. Manuela Martinez (founder of 2Side) speaks to the real collapse underneath the numbers, the burnout beneath the success, and the resurrection that’s available only to those who dare to let the old system fall.