John Gerzema

Chairman & CEO
IMG_7656John Gerzema is an internationally known social theorist on consumerism and its impact on growth, innovation and strategy. As a consultant to corporate leaders, Gerzema is a pioneer in the use of data to identify social change and help companies anticipate and adapt to new customer interests and demands. A best-selling author, John’s first book, The Brand Bubble predicted changes in consumer attitudes that preceded the financial crisis and was #3 on Amazon’s best business books of 2008 and best marketing books by Strategy + Business of 2009. His next book, Spend Shift with Pulitzer-Prize winner Michael D’Antonio explored consumerism after the Great Recession and was a Wall Street Journal Bestseller, a Washington Post best-seller and one of FAST COMPANY’S Best Business Books of 2010 and Book of the Week From The WEEK Magazine. It also won gold at the Axiom Business Book Awards.

A Fellow with The Athena Center for Leadership at Barnard and an advocate for women and girls, John’s book with Pulitzer-Prize winner Michael D’Antonio, The Athena Doctrine explores the rise of feminine values on leadership, policy and innovation. Tom Peters says, “The Athena Doctrine is a powerful book. Extraordinary research. Great storytelling. A message both timely and of monumental importance.” His most recent book, Best Countries, with Wharton Professor David Reibstein is published by U.S. News & World Report and ranks over 60 nations among 16,000 people and was released at The World Economic Forum in Davos this year. John was chosen to be one of twelve jury members for Glass Lion, the Lion for change that celebrates culture-shifting creativity, at the 2016 Cannes Lion International Festival of Creativity.  

Gerzema’s extensive research and writing has garnered praise from The Wall Street Journal, NPR, Huffington Post, Forbes, Financial Times, Harvard Business Review, USA Today and CBS Sunday Morning News. A highly sought after analyst on culture, trends and innovation, Gerzema writes the ‘Trend Watcher’ column for Inc. Magazine and ‘On Marketing’ for PSFK. He’s been published in management journals around the world and his article ‘The Trouble With Brands’ was named as one of ‘The Fifty Classic Management Articles’ by the Strategy & Business Editors. Described as a “marketing guru” by Google, a “consumer expert’” by The New York Times and “brilliant presenter” by The Economist, Gerzema lectures at The Columbia and MIT/Sloan Schools of Business and is an in demand public speaker from Cannes and South By Southwest. His TED talk has been viewed by nearly a quarter of a million people. Gerzema co-founded Account Planning at Fallon before overseeing strategy for the Young & Rubicam Companies as Global Chief Insights Officer. As Executive Chairman of Brand Asset Consulting, he guides a global management consultancy with expertise in corporate, brand and marketing strategy and innovation by harnessing BrandAsset® Valuator, the world’s largest consumer survey with data on over 16,000 consumers quarterly and 50,000 brands in fifty countries. More info at
John Gerzema @johngerzema


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