Pioneered by startups and tech companies seeking innovation by reshaping systemic processes and industry landscapes, the goal of creating disruptive change has trickled down through nearly every aspect of today’s business environment. In fact, the term is so ever-present that its value risks becoming diluted.

However, recent remarks from the Association of National Advertisers Masters of Marketing conference might prompt us to see disruption in a new light. Speaking to a crowd of attendees, Procter & Gamble chief brand officer Mark Pritchard praised what he calls “constructive disruption” in marketing practices. What does that look like in practice? Pritchard’s answer provides a road map for the ways in which brands can best reach consumers in the future.
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