Procter & Gamble's CFO says pricing power isn't a given anymore—here's how the company plans to earn it

Procter & Gamble’s CFO, Andre Schulten, acknowledges that pricing power is no longer automatic and must be earned through innovation and enhanced consumer experience, especially as consumers become more price-sensitive. The company is employing strategies such as improving product performance while holding prices steady, as seen with Tide, to maintain margins amidst rising costs and achieve sales growth. P&G’s latest quarterly results indicate this approach is working, with net sales and organic sales growing across all categories and regions, despite anticipated cost headwinds from tariffs, commodities, and oil prices.