What brands can learn from Unilever’s purpose-led growth

Low Lai Chow

Purpose is at the centre of all that Unilever does – not just because the consumer goods giant believes it is the right thing to do but because it is also the best way to ensure long-term growth.

Marketing in the new normal must entail purpose and Unilever has the numbers to show for it.

“Our sustainable living brands – or those brands with purpose – grow 69% faster on average and deliver 75% of Unilever’s growth overall,” said Ang Shi Yan, Unilever's global brand manager with the oral care category.

At the recent Spikes Asia X Campaign, she emphatically stated that brand purpose is all about driving positive impact as part of the business.

“Purpose is at the centre of all we do at Unilever and a very clear call for action – not just because it’s...

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