Abstract

This case discusses global FMCG giant Unilever plc’s (Unilever) new global principles for responsible marketing to children which include not marketing food and beverages to children under the age of 16 across both traditional media and social media. The principles will apply across Unilever’s food and refreshment portfolio and the deadline for brands to comply with these new principles is January 2023. As a leading global consumer goods company, Unilever was committed to responsible marketing and advertising. In 2003, it was one of the first companies to apply specific measures for the marketing of its food and refreshment products to children owing to concerns about childhood obesity, the impact of social media, and the vast number of products to choose from. In 2020, Unilever announced it would stop marketing and advertising foods and refreshments to children under the age of 12 on traditional media, and under the age of 13 on social media channels. Unilever’s new updated global principles for responsible marketing to children are aimed at the company committing itself to a future focused on purpose. However, it remains to be seen whether Unilever can deliver on its commitment and curb consumption of unhealthy products and influence other brands to follow suit.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how Unilever integrated sustainability into its business
• Discuss the interrelationship between Purpose and Profits
• Analyze Unilever’s new global principles for responsible marketing to children
• Evaluate the implications of the updated policy on Unilever’s business

Keywords

Responsible Marketing; Food Marketing; Sustainability; Purpose beyond Profit; Socially Responsible Marketing; Marketing Communication; Social Responsibility; Marketing Strategy