Articles

25.2.2011 Unilever finds "purpose"

Unilever, the FMCG giant, is focusing on consumer insights and empowering its brands with a social "purpose" to drive growth. Speaking to PricewaterhouseCoopers, Paul Polman, the organisation's chief executive, suggested the downturn had dramatically altered the popular view of major corporations. "Some studies have shown that confidence in business has fallen as low as 14%. Right now, people look inward - to friends, family, relatives - for guidance and advice. "But every crisis brings with it the opportunity to do things differently, and in that regard, the economic contraction may change attitudes and behaviours in a positive way." Similarly, the idea of value has transformed in the long term, going beyond offering staples at good prices to using brands as a quality guarantee, and then delivering experiences.

"Today, the concept of value is increasingly associated with products that demonstrate social responsibility," Polman said. "A successful product must provide utility, but it must also exhibit a social consciousness, if you will." In reflection of this, Unilever recently unveiled the Sustainable Living Plan, outlining numerous ambitious environmental objectives. "What you're dealing with is increased pressure and incentive for business to take greater responsibility for society as a whole," said Polman. In another response to this transition, each Unilever brand now embodies a "purpose", exemplified by Dove's Campaign for Real Beauty or Lipton's target of acquiring all tea from sustainable sources. "Every brand must have a social mission and the consumer must have an integral part in defining that mission," said Polman.

B.L. 25.2.2011