Unilever’s Secret to Business Success: A Closer Look at Their Strategic Approach

Unilever’s Secret to Business Success: A Closer Look at Their Strategic Approach

Unilever is a global consumer goods company that has been around for over 90 years. The company is made up of over 400 brands and has a presence in over 190 countries. Unilever’s success can be attributed to their strategic approach, which focuses on sustainability, purpose-driven brands, and continuous innovation.

Sustainability is at the core of Unilever’s business strategy. The company believes that “business cannot succeed in societies that fail” and has made it their mission to make sustainable living commonplace. Unilever’s Sustainable Living Plan outlines their commitment to improving the health and well-being of individuals, reducing their environmental impact, and enhancing livelihoods. By 2025, Unilever plans to have 100% of their plastic packaging reusable, recyclable, or compostable. They have also committed to sourcing 100% of their agricultural raw materials sustainably.

Unilever’s purpose-driven brands set them apart from their competitors. Brands such as Dove, Hellmann’s, and Ben & Jerry’s have a clear mission that goes beyond just selling products. Dove, for example, is committed to promoting body confidence and has launched campaigns to challenge beauty stereotypes. Hellmann’s wants to help consumers reduce food waste and has introduced products made from misshapen vegetables. Ben & Jerry’s has a strong social and environmental focus and has been a vocal advocate for issues such as climate change, racial justice, and LGBTQ+ rights.

Continuous innovation is another core component of Unilever’s strategic approach. The company has a dedicated team focused on innovation that is responsible for developing new products and improving existing ones. This team also uses technology to create more efficient and sustainable manufacturing processes. One example of their innovation is the new laundry product, Omo Ultimate, which was developed in response to consumers’ desire for a product that removes tough stains on the first wash.

In conclusion, Unilever’s strategic approach is based on sustainability, purpose-driven branding, and continuous innovation. Their commitment to sustainable living, purpose-driven brands, and innovation has set them apart from their competitors and has contributed to their success. Unilever’s approach shows that a focus on sustainability and purpose can not only be good for society and the environment, but it can also be good for business.