Brands with purpose grow – and here’s the proof
Brands taking action for people and the planet grew 69% faster than the rest of our business last year. Now we’re committing that in the future, every Unilever brand will be a brand with purpose.
Purpose underpins our business. We’re embedding it into every part of the company to help us deliver our vision to be the global leader in sustainable business. And our latest figures show it has a significant impact on our performance.
In 2018, our 28 Sustainable Living Brands – those taking action to support positive change for people and the planet – grew 69% faster than the rest of our business. That's up from 46% in 2017. They also delivered 75% of our overall growth.
69% Our Sustainable Living brands grew 69% faster than the rest of our business in 2018
The seven brands with the highest turnover in Unilever – Dove, Knorr, Persil/Omo, Rexona, Lipton, Hellmann’s and Wall’s (known as Ola, Algida, Kibon and Langnese in different parts of the world) – are all in the Sustainable Living Brands line-up. And the number of brands on the list is growing steadily.
In the past year, we’re pleased to report that Calvé and Bango from our Foods and Refreshment Division, Closeup from Beauty and Personal Care and Wheel from Home Care, have also joined the Sustainable Living brands ranks, by identifying and activating their purpose. And there’s more to come.
Speaking at the Deutsche Bank Global Consumer Conference today in Paris, CEO Alan Jope said: “We believe the evidence is clear and compelling that brands with purpose grow. In fact, we believe this so strongly that we are prepared to commit that in the future, every Unilever brand will be a brand with purpose.”
He added: “The fantastic work done by brands such as Dove, Vaseline, Seventh Generation, Ben & Jerry’s and Brooke Bond shows the huge impact that brands can have in addressing an environmental or social issue. But talking is not enough, it is critical that brands take action and demonstrate their commitment to making a difference.”