Catherine McVitty - Canada

Profile

Catherine McVitty's work for Unilever has ranged from organising packaging and recycling initiatives, to water management and employee volunteering. A constant theme, however, has been creating a link between the company and its local communities.

She joined Unilever 17 years ago as a policy worker on environmental and energy issues at Lever Brothers. Her degree in political science and five years working in politics proved useful. Like today, consumer interest in the environment was increasing, and companies like Lever Brothers responded by exploring ways to reduce the environmental impact of their products and manufacturing facilities. While encouraging and reporting on the company's environmental accomplishments, she began to work more closely with national and local environmental organisations, co-ordinating Unilever's support for their community work.

Partnering on water conservation

In 1999 she focused on water-related projects in line with Unilever's global water sustainability initiative. Catherine led Unilever Canada's involvement with the Living Lakes Network, partnering with a small environmental organisation, the East Kootenay Environmental Society (EKES), and working to protect the Columbia River wetlands in British Columbia.

Between 2002 and 2004, Unilever Canada marketing experts led EKES through an entire rebranding process, helping it create a new name and identity. Renamed Wildsight, the organization was able to attract a broader base of support for its work. "We partnered with Wildsight in a way we had never done before, and the outcome was phenomenal, for both our marketing staff and Wildsight. It showed that beyond providing funds, Unilever can use its skills and knowledge in a way that can have a profound effect on both organizations," Catherine says.

As well as helping people outside Unilever understand the company and its environmental activities, Catherine raises employee awareness about environmental issues through employee education events. "Each year we celebrate Earth Day by taking the opportunity to promote sustainable living  among our employees," she explains. 

Go Blue

In 2008, Catherine, working with her marketing colleagues, launched Go Blue, a new initiative that aims to raise awareness about the reality of Canada's freshwater supply. She notes: "Canadians suffer from a 'myth of abundance', believing that we have plenty of freshwater when in actual fact we are using it faster than it can be renewed. Go Blue brings together academics, NGOs and Unilever's marketing skills to educate Canadians about the need to be more mindful of the country's precious freshwater resources."

Looking ahead, Catherine says she will continue to focus on Go Blue and strengthen Unilever Canada's relationship with the water community as she brings Unilever's global water-saving initiatives to Canadians.