1 Now, before I go into these megatrends in detail, for those of you - - PDF document

• 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.

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• 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.....

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• 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.

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• Sustainable growth must be central to our business, not an add on. It’

s not CSR. It’ s across all

• ur 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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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.

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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.

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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.

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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.

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