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Illustration: Annelise Capossela/Axios

Procter & Gamble became the latest company to announce it will raise its prices in September to respond to higher commodity costs, joining consumer giants like Kimberly-Clark, Smuckers, Coca-Cola and a host of others.

Why it matters: Fed chair Jerome Powell and other top economists have all but decreed that inflation is anchored and will not rise materially going forward, but a consistent drumbeat of price hikes from major companies, consumer reports and market data suggest the world may not be going along with their conclusion.

What's happening: Major brands have rolled out price hikes consistently over the course of the year, along with notable increases in the price of cars, construction, furniture and the cost of gas that are starting to show signs of staying power.

  • The supply chain disruption that has pushed U.S. automakers like Ford and GM to close plants this year and pushed up prices for semiconductors and some other products already has lasted longer than expected and currently has no end in sight as producers struggle with production shortfalls.

What we're hearing: The current atmosphere of rising prices "could sustain for some time, quite frankly," Carl Chang, a regional director at the San Francisco Fed and CEO of Kairos Investment Management, tells Axios. "I don’t think it’s a 6-month or 12-month kind of thing."

  • "Unless the Fed decides to take some major action I think inflation could run a little higher than certainly we’ve been accustomed to over the last decade."

Take a look around: Economists also are beginning to see upward pressure on wages, as more companies are finding workers unwilling to accept ultra-low wages and the demand for white-collar positions intensifies.

  • Further, with OPEC+ holding its grip on oil supply, energy prices are expected to remain elevated and Chang says he expects supply chain disruptions to continue "over the next several years."

By the numbers: The latest reading of prices for both consumers and businesses showed sharp increases last month, with the consumer price index seeing the largest increase since August 2018 and the producer price index posting the biggest jump in almost a decade.

  • The New York Fed's survey of consumers showed Americans expect inflation to rise by the most over a one- and three-year horizon since 2014 and market gauges of 5- and 10-year inflation expectations are holding near their highest levels since 2008 and 2013, respectively.
  • "All of our distributors have indicated that price increases are coming," Don Katzenberger, CEO of S&K Roofing, Siding and Windows, told Bloomberg in late February.

The bottom line: None of this looks all that transitory.

Go deeper

Will Tampa's housing inventory improve soon? Zillow experts think so

 Illustration: Sarah Grillo/Axios

Now that all Americans are eligible for the vaccine, experts are bullish about residential real estate in 2021.

Driving the news: Zillow's recent Home Price Expectations (ZHPE) survey shows inventory should pick up once more people are vaccinated.

  • Many potential sellers have been waiting to put their homes up for sale until COVID trends improve. And with more Americans vaccinated, the time could be soon.

Yes, but: Demand and home prices will continue to increase too.

Updated 15 mins ago - Health

GOP Rep. Clay Higgins says he has COVID for second time

Rep. Clay Higgins during a 2019 House Oversight and Reform Committee hearing on Capitol Hill. Photo: Tom Williams/CQ Roll Call

Rep. Clay Higgins (R-La.) Sunday evening that he and his wife have contracted COVID-19 for a second time and "this episode is far more challenging."

Driving the news: "Becca and I had COVID before, early on, in January 2020, before the world really knew what it was," he wrote in a Facebook post, confirming his son also has the coronavirus — which he described as a "biological attack weaponized virus."

Updated 2 hours ago - Sports

Olympics dashboard

📺: The Olympic events to watch today; Olympics opening ceremony ratings plunge

🏊: Athlete spotlight — Katie Ledecky adds to Games career medals haul; Caeleb Dressel leads Team USA to gold.

🏀: U.S. Men's basketball suffers first Olympic loss since 2004

🤖: The robot Olympics

🚨: Heat wave brings scorching temperatures to Tokyo Olympics

🎤: Meet the new faces of NBC's Olympics coverage

Go deeper: Full Axios coverage