Waves of sociopolitical upheaval, technological change, and environmental anxiety are forcing the hand of one of the world’s largest advertisers, as Procter & Gamble is fusing its long-term emphasis on consumer insight with a new, disruptive innovation playbook.
“Everything we do starts and ends with the consumer,” Marc Pritchard, P&G’s chief brand officer, told delegates at CES 2020, an event held by the Consumer Technology Association (CTA).
“We seek to understand what consumers want and need in every household and personal care category in which we compete.”
In achieving that objective, the Cincinnati-based global enterprise – which owns...