Four Interventions

The first intervention is to have a deeper, more complete connection with consumers. Nothing matters more than putting the consumer first in everything we do. “Consumer Is Boss” is not a slogan; it is a belief that has shaped P&G for generations. Our opportunity now is to apply this belief with greater consistency and precision — end to end.

A consumer-first mindset means that each decision we make — from product development to packaging to communication to retail strategy — must be meticulously crafted based on how it will be received by the consumer. Our goal is to deliver a superior consumer experience at every single touchpoint.

This requires having a profound, empathetic understanding of the people we serve. It means seeing the world through their eyes and viewing them holistically and authentically — not merely as consumers and shoppers completing a task, but as people living full, rich lives.

To accomplish this, we spend countless hours with consumers in their homes — observing, listening and learning about their lives, daily routines and the tensions we can help solve. This direct engagement is more than good practice; it is essential for understanding people’s needs and developing superior offerings that address their problems. In today’s world, having a deep understanding of consumers matters more than ever to deliver sustainable growth and value creation.

The next intervention is to transform brand building — adapting how we build awareness of our brands and benefits, drive consumer engagement and reduce time and steps from awareness to purchase.

As always, brand building starts with clarity on who we are talking to. However, today, how we reach consumers is shaped by where they choose to engage and how they spend their attention and precious time.

Each brand is developing a breadth of creative content to show up in different ways across different channels, so we can win in today’s algorithm-driven environment. Each piece of content is designed to engage consumers and increasingly includes a direct path to purchase.

This is powered by a modern content creation engine that brings together in-house creatives, agency partners, creators, brand fans and artificial intelligence to produce hundreds of pieces of content at any given time.

These changes in how we build brands have transformed creativity as well. Today, creativity is far more dispersed across the brand’s voice, the consumer’s voice and experts’ perspectives, all powered by advanced digital tools. Together, these voices and their creative ideas are reshaping brand building into a faster, more dynamic ecosystem.

This evolution in how we approach brand building is essential for truly putting the consumer first in this fragmented media landscape.

The next intervention is to build holistic partnerships with retailers across the entire value chain, not just in their traditional role as merchants. This is critical as the convergence of retail and media continues to grow, especially in areas like digital commerce. Additionally, sophisticated shopping agents and AI-driven search capabilities are fundamentally reshaping how consumers discover, choose and purchase P&G brands.

Together with our retail partners, we are establishing comprehensive, multi-year shared ambitions. These integrate clear goals for sales, profitability and household penetration across our categories, underpinned by detailed plans and time-bound checkpoints.

We are collaborating on integrating media, store marketing and the customer experience directly within their digital platforms. We are working together to optimize costs across our entire combined supply chains. We are seamlessly integrating P&G’s consumer and shopper insights with their extensive customer data in a respectful way that protects individuals’ privacy to improve the shopping experience.

This shared commitment we are developing in our retail partnerships is essential to ensure that the superior consumer experience we strive to create extends flawlessly — from the moment consumers learn about P&G brands and products, to when they purchase them, to when they experience them in their homes.

This strategic and holistic alignment is how we collectively win in the evolving retail landscape, leading to stronger results for P&G and our partners and, most importantly, a better experience for our consumers.

Finally, we need a stronger core and a bigger more.

One of P&G’s greatest strengths is our portfolio of established brands — the core of our business. We need to make sure this core is healthy and growing through impactful innovations that elevate the superiority of the brand and represent a good holistic value for consumers.

A ‘bigger more’ means that when we create a product to address new consumer needs, it needs to be big and innovative enough to justify the investment needed to build awareness and distribution.

A stronger core and bigger more are critical in today’s fragmented media landscape. They are also vital in channels like Club stores, which have limited assortment, or e-commerce platforms where consumers typically only see the first two pages of results.