In this episode of Right About Now, Ryan Alford sits down with Devora Rogers, Chief Strategy Officer at Alter Agents, for a sharp conversation about why modern shoppers are harder to win, harder to track, and harder to keep loyal than ever before. Devora explains the idea of “shopper promiscuity,” why consumers now have endless options, and why younger generations are less likely to stay loyal to the brands they grew up buying.

Ryan and Devora dig into what many marketers get wrong, including brand narcissism, outdated brand tracking, overconfidence in attribution, and the belief that performance marketing alone can build a durable business. They also talk about why real human research still matters, why synthetic respondents cannot replace actual shoppers, and how brands can better understand what really drives people to buy.

The conversation also gets into surprising channels that still influence purchase decisions, including podcasts and even catalogs, plus the lasting impact of Google’s Zero Moment of Truth research. For founders, marketers, operators, and business owners, this episode is a wake-up call on how consumer behavior has changed and what brands need to do to stay relevant.

*Topics Covered*

* Why brand loyalty is breaking down
* Shopper promiscuity and the rise of endless consumer choice
* Why brand tracking can become brand narcissism
* Performance marketing vs. long-term brand building
* Why attribution will never give marketers every answer
* Why real human research still beats synthetic respondents
* Podcasts, catalogs, and surprising sources of influence
* Google’s Zero Moment of Truth and how purchase behavior changed
* Ryan Alford and Devora Rogers on modern marketing, shopper behavior, and what brands should do next

Links
Right About Now
https://www.ryanisright.com/https://podcasts.apple.com/us/podcast/right-about-now-legendary-business-advice/id1346054199https://open.spotify.com/show/0gy9HkTiwpAAgu1DFyIW9h

Ryan Alford
https://www.ryanalford.com/https://www.instagram.com/ryanalford/

Devora Rogers / Alter Agents
https://alteragents.com/https://alteragents.com/who-we-are/devora-rogers-y/https://alteragents.substack.com/