Can Procter & Gamble's Shift to DTC and Digital Win New Consumers?

Key Takeaways PG expands digital engagement and selective DTC to strengthen brands without replacing traditional retail.PG invests in brand sites, subscriptions, social commerce and AI to improve targeting and conversion.PG must balance margin risks and retailer ties while using digital to reach younger consumers.As consumer behavior increasingly shifts online, The Procter & Gamble Company (PG) is recalibrating its go-to-market strategy to deepen digital engagement and selectively expand direct-to-consumer ...