Every crisis offers opportunities, but past downturns have shown that only a few companies are able to capture growth in times of uncertainty 75% of companies intend to use Historically, few companies succeed in uncertainty as an opportunity for growth1 their mission Only 14% of companies improve growth and 25% marginduring downturns Increasing Offense sales growth playbook 75% Expanding 14% 14% EBIT margin Shrinking 44% 28% 75% rank pursuing growth as a top EBIT margin priority during economic uncertainty1 Defense Falling playbook sales growth 1. 75% ranked growth in top three (Question: "In your opinion, what are the most important actions an organization can take to protect itself during times of economic uncertainty?") – BCG survey Source: BCG Resilient Pricing Study, N = 1.400 pricing decision maker, September 2022