It all comes down to people-centricity: How Colgate-Palmolive uses trends and foresight to stay in tune with consumers in a volatile and disrupted world

Room 2 | 2:15 pm - 2:45 pm | Thursday, July 20, 2023

Colgate-Palmolive products are part of the backdrop of life for billions of consumers around the world; in fact, the Colgate brand is found in more households than any other. To continue to grow and deepen our connection with consumers, it’s key for C-P to understand people and anticipate how the challenges of the disruptive and volatile world we live in will impact their daily lives. To achieve this, we partnered with Kantar’s Global MONITOR team to create a customized trend framework we called PeopleLENS. We used a blend of art and science to adapt and reframe Kantar MONITOR for C-P’s needs, providing one source of trend truth that inspires our teams to find growth.

We’ll share our approach to this challenge and how this framework fits in our future-forward toolkit, to help C-P create tomorrow’s growth today.

Case Study Consumers Joint Presentation