In a response to ongoing tariff challenges, companies like Procter & Gamble, known for brands such as Tide and Charmin, are planning significant price hikes that could affect nearly a quarter of their products. The CEO of Procter & Gamble has indicated that the company expects a $1 billion impact from tariffs, leading to the weakest sales growth since 2018. As consumers tighten their spending and exhibit increased caution, many brands are proceeding with price increases despite shopper stress. The situation has sparked discussions around potential job cuts within the company as they navigate these inflationary pressures and seek to offset the additional costs imposed by tariffs.