Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.

Why it matters

The consumer-packaged goods industry is witnessing a surge in demand in response to COVID-19, and is also home to some of the marketing industry’s most sophisticated brand strategies. Approaches from this industry could thus be highly instructive for