Generational Integration – Procter & Gamble Leadership Session
Client: Procter & Gamble (P&G)
Project: Generational Integration: Marketing to Millennials & Gen X
Audience: Senior Brand & Marketing Leadership Teams (Old Spice, Dove, Tide, and more)
Presenter: Ray Ball
Services Provided: Strategic keynote development, generational marketing insights, personal branding integration, cultural storytelling
Overview
Procter & Gamble engaged Ray Ball to deliver a custom presentation titled “Generational Integration”, aimed at providing actionable insights into Millennial and Gen X consumers—two generations deeply shaping the evolution of brand loyalty, digital behavior, and cultural alignment.
Presented to leadership and branding teams across multiple P&G product lines (including Old Spice, Dove, and Tide), this session provided a cultural bridge between generations, illustrating how brands can remain relevant while respecting the lessons of the past and speaking authentically to the present.
Strategy
The presentation was designed to:
Offer a candid, relatable lens on the lived experience of being between generations (“middle child energy”)
Surface strategic marketing insights on what Millennial and Gen X consumers value: authenticity, autonomy, and emotional resonance
Reframe brand positioning around cultural fluency and empathy-based messaging
Through storytelling, reflection, and emotional intelligence, the session opened a strategic dialogue on how brands can evolve alongside their audience without losing their core identity.
Execution
Crafted a high-impact visual and narrative keynote tailored to marketing executives
Delivered personal and cultural context through the lens of generational duality
Addressed themes such as identity, brand voice, emotional loyalty, and cultural timing
Shared strategic frameworks for developing messaging that bridges generational gaps
Created space for cross-team reflection on brand tone, consumer connection, and long-term relevance
Outcomes
Provided critical insights into Millennial and Gen X mindsets, enabling teams to refine messaging and positioning
Sparked internal conversation on brand voice adaptation across life stages
Strengthened P&G’s ability to create culturally resonant campaigns across multiple product categories
Offered a blueprint for humanized marketing and storytelling rooted in generational fluency
Key Insights
Cultural empathy is a competitive advantage. Brands that understand the emotional landscape of their audience create deeper loyalty.
Millennials and Gen X value self-determined identity. Messaging should reflect autonomy, not prescription.
Tone matters. Humor, humility, and authenticity outperform polish when targeting generational crossover audiences.