As the Chief Brand Officer  of Procter & Gamble, Marc Pritchard is responsible for setting the company’s multi-billion dollar media, marketing and advertising strategy. So naturally he’s kept a close eye on the impacts of the pandemic on consumer behavior, as more people shopped online and hygiene products became more popular than ever. “These are fundamental changes that aren’t going to go back,” he says. 

The last twelve months have also called for new leadership styles, to manage teams in new ways and adopt better awareness of social issues. For Pritchard, that’s meant more communication, fast decision-making and a “high degree of empathy and vulnerability.”

We sat down with Pritchard to talk about the changes he’s seen in consumer behavior this year and how he’s changed as a leader.

Watch the conversation below: