P&G’s Incontinence Problem: How to Get Women Into Adult Diapers

Products are highly profitable, but it’s a challenge convincing people to buy something they wish they didn’t need

It was an intimate gathering: a fire pit, cocktails, a small group of women who had never met before and a senior scientist from Procter & Gamble Co.

In the backyard of a rented home in Phoenix, Emily Saksa, the P&G executive, encouraged the women to talk about their jobs, hobbies and lives at home.

Several minutes in, a divorcee in...