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Unilever`s Purpose-led Brand Strategy: Can Alan Jope Balance Purpose and Profits? |
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INTRODUCTION |
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| In June 2019, six months after taking over as CEO of global FMCG giant Unilever, Alan Jope (Jope) warned that as part of its sustainability agenda, the company would dispose of brands that lacked a clear social or environmental purpose within a certain time frame. Unilever was undergoing seismic changes amid an increasing demand for brands to put purpose ahead of profit, he said, and added that in future, every brand in the company’s portfolio would be purpose driven. Despite being profitable, Unilever’s popular brands Marmite, Magnum, and Pot Noodle were left vulnerable to a cull, which potentially hurt the company’s bottom line. “Principles are only principles if they cost you something,” Jope said... |
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