Corsi is aware she can drive sales by leveraging Kimberly-Clark’s 150-year history as a pioneer and authority in the marketplace.

She plans to use that brand value not just to market sensitive products, but also to give consumers a good reason to remain loyal to Kimberly-Clark, as years of inflation have tempted shoppers to find cheaper alternatives.

“In every single country I’ve lived and worked, if you deliver products that deliver an outstanding experience, consumers will stay with you,” said Corsi, who has held marketing positions at Unilever and Heineken. “And this is not something just for rich consumers.”

While the situation isn’t unique to Kimberly-Clark, the company has generated more revenue in recent years from charging higher prices than increasing the number of items sold. In 2023, for example, Kimberly-Clark’s $20.4 billion in net sales benefited from a 6% price increase amid a 2% decline in volume.