In August that year, P&G's newly appointed CEO, company veteran
Robert McDonald, accelerated the new approach of developing products for high- and low-income consumers.
"We're going to do this both by tiering our portfolio up in terms of value as well as tiering our portfolio down," Mr. McDonald said in September 2009.
To monitor the evolving American consumer market, P&G executives study the Gini index, a widely accepted measure of income inequality that ranges from zero, when everyone earns the same amount, to one, when all income goes to only one person. In 2009, the most recent calculation available, the Gini coefficient totaled 0.468, a 20% rise in income disparity over the past 40 years, according to the U.S. Census Bureau.
"We now have a Gini index similar to the Philippines and Mexico—you'd never have imagined that," says Phyllis Jackson, P&G's vice president of consumer market knowledge for North America. "I don't think we've typically thought about America as a country with big income gaps to this extent."
Over the past two years, P&G has accelerated its research, product-development and marketing approach to target the newly divided American market.