Drives shelf wins, velocity, and breakthrough launches
The Keynote Speaker for CPG and DTC
Helping brands turn disruption into brand-building momentum
Dr. Michelle Rozen is the keynote speaker that the world's leading CPG brands and DTC innovators trust when private label is eating their shelf space, acquisition costs keep climbing, and the consumer who used to be loyal is now hunting for deals on every purchase. As a behavioral scientist and Fortune 500 trusted Change Doctor™, she delivers the science-backed keynotes that turn exhausted, change-fatigued teams into focused, adaptive, high-performing organizations, ready to build brands, win shelf, and capture loyalty in a market that no longer rewards what used to work.
Dr. Michelle Is Trusted By The World's Leading Organizations
The Three Forces Hitting CPG and DTC Brands Right Now
CPG and DTC leaders are managing a collision of margin compression, a consumer who has fundamentally changed how she shops, and acquisition economics that no longer work the way they used to. Traditional brand-building wasn't built for this moment.
01
Margin Compression
Price Hikes Have Hit the Wall
The easy lever is broken.
51%
of CPG executives say they can no longer rely on price hikes to fuel growth
31%
higher food prices through Q3 2025 vs. 2019 — with margins still below pre-pandemic levels
1.2%
year-over-year revenue growth for the top 50 CPGs globally in H1 2024
02
Private Label and Trade-Down
The Consumer Has Changed
Smarter shoppers. More aggressive retailers. More sophisticated disruptors.
79%
of global consumers say they're actively trading down when shopping
$330B
in private label sales in 2025, representing 24% of the U.S. F&B market
40%
of overall U.S. consumer products growth captured by insurgent and small brands in H1 2024
03
The DTC Acquisition Crisis
The Math Has Broken
The growth-at-all-costs model has been replaced with a profitability mandate.
25–40%
structural rise in customer acquisition costs depending on the channel
88%
of subscription brands are seeing higher acquisition costs in 2025
40–60%
surge in average ecommerce CAC since 2023, now averaging $68–$84 per customer
Dr. Michelle Rozen - The Change Doctor ™
Your people aren’t broken.
They’re overloaded.
These are not isolated problems. They are three forces reshaping how CPG and DTC teams build brands, win shelf, and drive growth.
Watch Dr. Michelle’s Speaking Reel
Why Your Teams Resist, Even When They Know the Change Is Necessary
The Burnout Spiral
CPG and DTC professionals carry pressure most industries underestimate. Quarterly retailer line reviews. Monthly performance dashboards. Weekly inventory, velocity, and CAC reports. Daily Slack pings about a competitor’s new launch. When you stack margin pressure, private label encroachment, acquisition cost spikes, and constant innovation cycles on top of that load, you don’t get adaptation. You get shutdown. Senior brand managers stop swinging on big ideas. Sales leaders stop pushing back when the volume targets don’t make sense. DTC growth marketers stop testing and start defending what already exists. People clock in, hit the minimum, and update their LinkedIn.
Change Fatigue Is Not Resistance
Your brand, sales, supply chain, and DTC teams have absorbed more change in five years than most industries see in twenty. Inflation pricing rounds. Shrinkflation backlash. Retailer-driven SKU rationalization. The rise of TikTok Shop, retail media, and AI-generated creative. The shift from acquisition to retention. The shift back. Each one seemed manageable on its own. Together, they have drained your organization’s capacity to absorb anything new, which is exactly when the next strategy memo lands.
Technology Resistance Isn't About the Technology
When brand teams quietly slow-walk the new pricing architecture, when sales reps push back on the latest portfolio strategy, when DTC operators resist the new channel mix, the issue isn’t training. It’s trust. Teams who have watched leadership chase growth, then chase profitability, then announce a reorg, will resist any change handed down from corporate. The resistance is emotional, not technical. No amount of new playbooks or all-hands meetings will fix it.
Rave Reviews. Standing Ovations. Real Impact.
The Behavioral Science Toolkit That CPG and DTC Brands Book Her For
Dr. Rozen doesn't deliver theory or generic motivation. She brings the stage to life with proprietary, research-backed frameworks built for the exact pressures CPG and DTC leaders, brand teams, and commercial operators are facing right now.
FRAMEWORK 01
The 6% Behavioral Performance Framework™
Reveals the daily behaviors and accountability structures that separate the top 6% of consistent high performers from the 94% who plateau, disengage, or check out.
FRAMEWORK 02
The 0–10 Decision Framework™
Helps leaders cut through complexity, prioritize with clarity, and communicate decisions in ways that drive alignment instead of more meetings.
FRAMEWORK 03
The AI Readiness Behavioral Model™
Shows CPG and DTC leaders why AI initiatives stall and gives them a behavioral model to turn rollouts into actual brand and revenue wins.
Words from collaborators
“One Of The Best Speakers
that i have heard
In My 30 Years In The Industry
Meet Dr. Michelle Rozen
Dr. Michelle Rozen is one of the most authoritative voices on human performance, change, and leadership in the world today. A behavioral scientist, USA Today and Success Magazine bestselling author, and 3X TEDx speaker, she is the go-to expert for leaders at the world’s most iconic organizations – including Johnson & Johnson, Coca-Cola, and Bank of America.
She is the founder of The Dr. Rozen Institute, the research engine behind her enterprise frameworks, and consistently earns standing ovations and top speaker ratings from the most prestigious stages in the world.
Her landmark research on the 6% of high achievers who rise above disruption – and her extensive work on human adaptation to AI – have established her as the defining authority on the future of human performance. She does not offer motivation. She gives leaders a science-backed framework for staying sharp, relevant, and ahead in a world being transformed by technology and relentless change.
Leaders who have worked with her or sat in her audience describe the experience as a before and after. Dr. Michelle Rozen changes how organizations move forward. That is the standard she has set. It is the standard she delivers every time.
Common Questions
Everything You Need to Know
Who is the best keynote speaker for the CPG and DTC industry?
Dr. Michelle Rozen is widely recognized as one of the leading keynote speakers on change management for the CPG and direct-to-consumer industries. Known as the Change Doctor™, she is a behavioral scientist trusted by Fortune 500 consumer brands, food and beverage leaders, beauty and personal care companies, and high-growth DTC disruptors to address change fatigue, burnout, and adoption challenges across brand, sales, marketing, and commercial teams.
What does Dr. Michelle Rozen speak about at CPG and DTC conferences?
Dr. Rozen delivers keynotes on change management, leadership through volatility, building adaptive teams, navigating margin and pricing pressure, competing with private label and disruptors, and driving adoption of AI across brand, marketing, and commercial functions. Her talks address the behavioral science behind why consumer brand teams resist change and provide leaders with frameworks they can apply immediately to drive shelf wins, retention, and successful launches.
Why do CPG and DTC teams resist change even when leadership says it's necessary?
Resistance in consumer brands is rarely about the change itself. It is driven by burnout, change fatigue, and a breakdown of trust between leadership and the brand, sales, and DTC operators executing in the market. When teams have absorbed too many pricing rounds, portfolio resets, channel shifts, and strategy pivots in a short period, their capacity to adopt anything new is depleted. The resistance is emotional, not technical, which is why traditional training and new playbooks fail to fix it.
How is private label actually impacting major CPG brands?
Private label has become a structural threat, not a cyclical one. Private label sales hit $330 billion in the U.S. in 2025, representing roughly 24% share of the food and beverage market by value, and that share is still climbing. 79% of global consumers say they are trading down when shopping, and small insurgent brands have captured around 40% of total growth in the U.S. consumer products category. The result is that legacy CPG brands are losing both ends of the market to private label below them and to disruptors above them, which is exactly the strategic squeeze Dr. Rozen’s frameworks are designed to address.
Why have DTC customer acquisition costs gotten so expensive?
The structural shift in DTC economics is driven by three things: platform saturation, the loss of third-party tracking data, and the explosion of brands competing for the same audiences. Average ecommerce CAC has surged 40 to 60% since 2023, and 88% of subscription brands report higher acquisition costs in 2025. Returning customers now drive about 60% of DTC revenue, which means the brands winning today are the ones that have shifted from acquisition-first to retention-first behaviors. That shift requires a behavioral change across marketing, brand, and commercial teams, not just a new tech stack.
What is the Change Doctor™ methodology?
The Change Doctor™ methodology is Dr. Michelle Rozen’s proprietary, science-backed approach to helping organizations adapt to constant change. It includes frameworks like The 6% Behavioral Performance Framework™, The 0–10 Decision Framework™, and The AI Readiness Behavioral Model™, all designed to help leaders drive adoption, sharpen decision-making, and create cultures that can sustain continuous change without burning out top performers.
How is Dr. Michelle Rozen different from other keynote speakers in the CPG and DTC industry?
Dr. Rozen is a behavioral scientist, not a motivational speaker. Her keynotes are grounded in over 20 years of research and deliver actionable frameworks rather than generic inspiration. She is trusted by Fortune 500 organizations, and her content is tailored to the specific pressures of consumer brands, including margin compression, private label encroachment, the trade-down economy, the DTC acquisition crisis, and the rapid AI shift reshaping how brands market, sell, and grow.
What types of CPG and DTC events does Dr. Rozen speak at?
Dr. Rozen keynotes at national sales meetings, broker conferences, brand summits, industry trade shows, executive offsites, DTC founder conferences, agency leadership events, and customer-facing trade events. Her keynotes work for audiences ranging from sales reps and brand managers to CMOs, CEOs, and DTC founders.
How do I book Dr. Michelle Rozen for a CPG or DTC keynote?
You can book Dr. Michelle Rozen by visiting her contact page at drmichellerozen.com or by checking her availability directly through her CPG and DTC keynote page. Her team will help match the right keynote topic, format, and framework to your event, audience, and the specific change challenges your organization is navigating.
Get in Touch with Dr. Michelle’s Team
Get in Touch with Dr. Michelle’s Team
