• Thank you [X] and a big Thank You to the ANA for inviting me to speak today about creating sustainable growth . • As an ‘ A-List Digital Marketer of the Year ’ , I could have spoken to you about the importance of digital, but I wanted to talk to you about a bigger, more urgent challenge – creating sustainable growth. • I ’ ve said it many times over the years “ the only sustainable growth is consumer-demand led growth and that is the day job of marketers. ” However, at the time I was referring to economic growth – sales and volume growth – consumption growth. • In a resource constrained world, this is no longer enough. Sustainable growth needs to be economically, socially and environmentally sustainable. • Over the next 30 minutes, I ’ d like to explain how, through our new marketing strategy, cB4L , we are rethinking the business of marketing to create sustainable growth. 1
• Now, before I go into these megatrends in detail, for those of you unfamiliar with Unilever, I thought I ’ d tell you a bit about the company I ’ ve been proud to call home for 30 years. • Our corporate vision – helping people to look good, feel good and get more out of life – shows how clearly the business understands 21st century-consumers and their lives. But the spirit of this mission forms a thread that runs throughout our history. • In the 1890s, William Hesketh Lever, founder of Lever Bros - the dashing man on the left - wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularise cleanliness and hygiene in Victorian England, a long-standing commitment that still continues today. • As you can see in the picture on the right (taken in 1935 decorated in all its glory for the King George V Jubilee), Unilever House has been around since the 1930s in central London. The building nor its corporate vision has changed that much since the 1930s..... 2
• At the heart of our great legacy, what makes us great, are our brands. • Our brands have been leaders - leaders of change – and with a point of view. Swimming against the tide, challenging social norms. • Our Brands changed what people thought and how people lived. 3
• Sustainable growth must be central to our business , not an add on. It ’ s not CSR. It ’ s across all our brands and countries. • We will deliver this through the power of our brands. We will integrate the Unilever Sustainable Living Plan into every brand we sell across the 180 countries we ’ re present. • Sustainable brands will stimulate consumer, demand-led, sustainable growth . • Two billion times a day, somebody, somewhere, uses a Unilever product. That ’ s two billion times a day we can make a difference. We believe brands like Lipton, Dove, Knorr and many others, make small but important differences to the quality of people ’ s lives everyday. • At Unilever, our mission is to reach more people in more places more often with brilliant brands and brand experiences that improve peoples lives for today ’ s and tomorrow ’ s consumers. 4
• At Unilever, we ’ ve conducted an in-depth broad based study to create a view on the world in 2020 to ensure Unilever can thrive and prosper in a fast-changing world. • We ’ ve come up with 4 key themes or megatrends: • Living Differently • The World Moves East and South • The Environment under stress • Lastly, the digital revolution • These four megatrends will have a major impact on our lives, our children ’ s lives, the lives of our consumers and our business. 5
• If you combine these results with the intensifying challenges, management of resources will become a matter of survival for companies like Unilever. • According to Professor John Beddington - the UK Government ’ s Chief Scientist – we are facing a “ perfect storm ” . Coming our way is an energy crisis, a food crisis and a water crisis. At the nexus of it all is climate change. • Professor Beddington is not a sensationalist, quite the opposite. He ’ s a scientist and has identified 2020 – not 2030 or 2050 – as the year it starts to bite. • But we know we have an environmental and increasingly a social problem. We have known this for years - let ’ s look at a video from 20 years ago where a 12-year old addressed the UN about this same problem. 6
• One, have a vision which embeds the challenge from the top publically so your customers, suppliers and wholesalers understand where you are going and join your journey. • At Unilever, we have a very simple goal. To double the size of our business to serve the extra 2 ½ billion people, while reducing our environmental footprint and increasing our social impact. • To decouple growth and the negative impact. 7
• Having ambition and an approach is a start – but you also need a plan. • 18 months ago we launched the Unilever Sustainable Living Plan . • It ’ s the cornerstone of our new business model, and we believe it ’ s a significant step towards a sustainable future. 8
• The Plan has 3 big goals to achieve by 2020: • Halve the environmental footprint of our products • Help 1 Billion people take action to improve their health and wellbeing • Source 100% of our agricultural raw materials sustainably • You can read more about these three overarching goals, and the more than 50 time-based commitments which underpin them, in Unilever ’ s Sustainable Living Plan, which you can find online. 9
• One of the key reasons we have not acted in the past is that the consumer signal has been weak. • Consumers tend to care more about ‘ my world ’ – issues which are closer to home. They care more about their family, their town than ‘ world ’ issues, such as water scarcity. • Consumers will change over time, holding us more accountable for ‘ world ’ issues. • And we ’ re not starting from a good place. The fact is that we have over geared our planet. • We have stolen from our children ’ s futures financially, socially and environmentally. We have a financial plan but no social or environmental plan, and we desperately need one. • Despite all the challenges, there is a different way. It doesn ’ t need to be like this. • I ’ m going to share 5 things with you that you may want to consider. 10
• Thank you [X] and a big Thank You to the ANA for inviting me to speak today about creating sustainable growth . • As an ‘ A-List Digital Marketer of the Year ’ , I could have spoken to you about the importance of digital, but I wanted to talk to you about a bigger, more urgent challenge – creating sustainable growth. • I ’ ve said it many times over the years “ the only sustainable growth is consumer-demand led growth and that is the day job of marketers. ” However, at the time I was referring to economic growth – sales and volume growth – consumption growth. • In a resource constrained world, this is no longer enough. Sustainable growth needs to be economically, socially and environmentally sustainable. • Over the next 30 minutes, I ’ d like to explain how, through our new marketing strategy, cB4L , we are rethinking the business of marketing to create sustainable growth. 11
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• Thank you [X] and a big Thank You to the ANA for inviting me to speak today about creating sustainable growth . • As an ‘ A-List Digital Marketer of the Year ’ , I could have spoken to you about the importance of digital, but I wanted to talk to you about a bigger, more urgent challenge – creating sustainable growth. • I ’ ve said it many times over the years “ the only sustainable growth is consumer-demand led growth and that is the day job of marketers. ” However, at the time I was referring to economic growth – sales and volume growth – consumption growth. • In a resource constrained world, this is no longer enough. Sustainable growth needs to be economically, socially and environmentally sustainable. • Over the next 30 minutes, I ’ d like to explain how, through our new marketing strategy, cB4L , we are rethinking the business of marketing to create sustainable growth. 14
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• Thank you [X] and a big Thank You to the ANA for inviting me to speak today about creating sustainable growth . • As an ‘ A-List Digital Marketer of the Year ’ , I could have spoken to you about the importance of digital, but I wanted to talk to you about a bigger, more urgent challenge – creating sustainable growth. • I ’ ve said it many times over the years “ the only sustainable growth is consumer-demand led growth and that is the day job of marketers. ” However, at the time I was referring to economic growth – sales and volume growth – consumption growth. • In a resource constrained world, this is no longer enough. Sustainable growth needs to be economically, socially and environmentally sustainable. • Over the next 30 minutes, I ’ d like to explain how, through our new marketing strategy, cB4L , we are rethinking the business of marketing to create sustainable growth. 17
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