Unilever
Unilever is one of the world’s leading consumer goods companies with 400 brands spanning foods and home and personal care products. Its portfolio ranges from world favourites including Lipton, Knorr, Dove and Omo, to trusted local brands such as Blue Band and Suave.
Unilever has identified that values-led brands will increasingly drive the business, engaging with consumers on issues that matter to them. For example, Dove’s successful Campaign for Real Beauty breaks current stereotypes about beauty. Omo/Persil’s ‘Dirt is good’ campaign emphasises the importance for children of feeling free to play outdoors as part of their learning and development.
Patrick Cescau, Group Chief Executive, says “Successful brands of the future will be those that both satisfy the functional needs of consumers and address their concerns as citizens – concerns about the environment and social justice.”
So a key element of Unilever’s strategy is to integrate social, economic and environmental considerations into the development plans of its brands. This goes further than the life-cycle assessment work conducted over many years to reduce the wider environmental footprint of products. It has now begun mapping the full ‘imprint’ of some of its global brands.
Corporate Citizenship has worked with Unilever on a range of consumer issues for more than five years. We supported the pilot ‘imprint’ process for one brand, focusing on economic impacts. We advise on the presentation of nutrition and hygiene issues to specialist audiences through its award-winning sustainable development reports. At country level, we were part of projects to map the economic, social and environmental impacts of the consumer goods business in Indonesia and Africa.
In addition, we have helped develop new policies for issues such as human rights in the sourcing of raw materials and other ingredients. We supported the revision of Unilever’s Code of Business Principles, which sets out the company’s overarching commitments and underpins its approach to consumers.
