Unilever Chief: Brands with social conscience can succeed in 2016 despite global turmoil

Unilever Chief: Brands with social conscience can succeed in 2016 despite global turmoil

In an interview with Bloomberg, Unilever CEO Paul Polman has revealed that, despite a drop in consumer confidence amid global issues such as Brexit and the US election race, brands with a social conscience can still succeed.

“If you ask the investor community how much they care about environmental, social and governance issues, they will say we care a lot about it, because they see that Volkswagon wipes off 40 percent of its market cap, they see BP, they see Sports Direct,” he explained to Bloomberg.

The Anglo-Dutch FMCG giant is focusing its efforts on brands within its portfolio that strike a chord with millennial shoppers, engaging the online community with a strong social agenda. “Brands that have a stronger purpose are the brands that do better,” said Polman, pointing to Dove’s efforts to build self-esteem or Lifebuoy’s campaign to raise hygiene standards.

 

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