Relevance Wins: John Gerzema, CEO of The Harris Poll, on the New Rules of Consumer Connection
Part of Rokt Connects, a conversation series on performance, marketing, and innovation in 2025
In this episode of Rokt Connects, Peter Davies, SVP at Rokt, sits down with John Gerzema, CEO of The Harris Poll, for a conversation that’s both timely and telling. What emerges is a clear mandate for marketers and business leaders: Relevance is more than a campaign strategy. It’s an economic one. Here’s what stood out.
The customer is still spending, but their mindset is shifting
Consumers are recalibrating. With household debt climbing and job prospects in flux, many are rethinking what value really means. Purchasing decisions are under more scrutiny, and brand behavior plays a bigger role in shaping loyalty.
According to the Harris Poll data:
- 39% of consumers blame brands, alongside government and personal choices, for their financial stress
- Nearly half of Americans say they feel stuck, with younger generations increasingly turning to their parents for support
- The average credit card debt now exceeds $10,000
Although most consumers say they’ll lean toward options that provide incremental value, only a small fraction of retailers are really addressing this shift. That disconnect reflects more than missed forecasts. It points to a widening gap in trust, expectations, and relevance.
Brand trust is now a line item
Trust has become a measurable driver of performance. In a market defined by scrutiny and choice, customers are paying closer attention to how brands behave, not just what they sell.
The Harris Poll data shows that nearly 40% of Americans blame brands for contributing to their financial stress. Yet only 12% of corporate reputations improved in the past year.
The brands earning loyalty are those that:
- Communicate pricing and promises with clarity
- Deliver consistent value without relying on discounts
- Stay present with timely, relevant experiences
When consumers feel like a brand “gets them,” they return. When they don’t, they bounce. It’s that binary.
Making the moment means owning it
Many marketers are rethinking their playbooks in 2025. In their Rokt Connects™ conversation, John Gerzema and Peter Davies highlighted the strategies that are setting high-performing teams apart.
Here’s what they’re getting right:
- Intent over impressions: Top brands are using AI to identify high-intent moments and create more relevant 1:1 experiences. It’s about precision, not volume. Relevance, not repetition.
- Relevance as an efficiency engine: With budgets under pressure, relevant and opt-in experiences are delivering stronger results than traditional reach-based tactics.
- Empathy meets economics: Offers that resonate go beyond conversion. They build equity and deepen trust. As John said, “Make the moment.” Because if you don’t, someone else will.”
Leading through clarity
Relevance is earned through discipline. It’s the result of knowing your customer deeply and delivering value in moments that matter. When done right, it creates a sense of recognition that keeps customers coming back.
Gerzema noted that even as economic pressures mount, online shopping still delivers a sense of enjoyment, especially for younger consumers. That sense of joy isn’t automatic. It depends on whether the experience feels curated and considered, or cluttered and transactional.
The takeaway: Intention drives impact, relevance earns return
Executives are prioritizing depth over volume. They’re consolidating partnerships, questioning spend, and pushing for results that are measurable and meaningful. Relevance makes that possible. It improves performance at every stage, from conversion to lifetime value, without adding noise.
In an environment defined by constraint, brands that show restraint have the advantage. It’s more important than ever to work with technology providers you can trust. Discover why the most trusted brands in ecommerce, trust Rokt.