Unilever Scales down its Sustainability Commitments: Good Move or Green Deception?
| Case Code: CSRS019 Case Length: 16 Pages Period: 2018-2024 Pub Date: 2025 Teaching Note: Available |
Price: Rs.500 Organization: Unilever Industry: - Countries: United Kingdom Themes: Corporate Responsibility, Sustainability,Business Ethics,Socially-responsible ,Business Practices |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
Unilever was created in 1930 through the merger of British based soap-maker Lever Brothers Ltd. and Margarine Unie, a Dutch company. In the subsequent decades, Unilever expanded and diversified into various businesses through innovation and acquisitions, setting up advertising agencies, market research companies, and packaging businesses. In the early 1980s, Unilever changed its strategy and started focusing on core product areas in strong markets with a high growth potential. The new business strategy required large acquisitions and equally large divestments, including the sale of the animal feeds, packaging, transport, and fish farming businesses. The 1990s saw a period of restructuring and consolidation, as the number of categories in which Unilever competed went down from over 50 to just 13 by the end of the decade. This included the decision to sell or withdraw many brands and concentrate on those with the biggest potential..
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