How P&G is linking consumer insight with “constructive disruption”

Procter & Gamble, the consumer packaged goods manufacturer, is pursuing an approach called “constructive disruption” as it seeks to deliver innovative, compelling products.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands