Good morning. For nearly two centuries, Procter & Gamble, home of Dawn dish soap, Tide detergent, Pampers diapers, and Gillette razors, has sold consumers the same basic promise: its products are worth a premium. The pitch has always been that better performance justifies a higher price.
However, after years of cumulative inflation, consumers are more price-sensitive, more willing to compare, and less reflexively loyal. Against that backdrop, P&G’s message is evolving.
