The $6T global consumer packaged goods (CPG) industry—comprising Food & Beverage, Personal Care & Home, and Beauty—has thrived for over 40 years. But the last five years have been highly challenging and disruptive amidst a changing competitive landscape marked by new consumer behaviors and digital-native entrants. ‘Business as usual’ does not do the trick anymore—and leaders recognize that innovation must accelerate. The adoption of digital and analytics offers CPG companies the opportunity to drive growth and deliver productivity. The effort needed to take advantage of this value potential will be worth it. The companies that adopt digital technologies early and at scale outperform traditional incumbents in revenue and EBIT growth.