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.