Brand Purpose Boosts Unilever Brand Growth

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Some Unilever brands have been emphasizing sustainability and social responsibility initiatives--driving much higher revenue growth for those brands.

Unilever says those purpose-driven brands (including Ben & Jerry's, Lifebuoy, and Dove) are increasing revenue more than 50% faster than its other brands...and helping Unilever continue growing in the global marketplace.

Given the highly competitive nature of the product categories involved (such as ice cream and personal care), Unilever's experience indicates that consumers definitely recognize and respond to differentiation on the basis of non-functional benefits. In other words, many consumers will choose brands because of corporate citizenship and purpose, not just features that deliver benefits.

Yet brand purpose must also go hand-in-hand with brand usefulness, meaning the brand provides value in the form of meeting a consumer need.

Brands with Purpose and Authenticity

Purpose. Authenticity. Brands either have 'em or they don't. And that makes all the difference in today's global marketplace, where consumers have more power and more choices than at any time in the past.

According to a recent Edelman study, purpose will tip the balance in favor of a particular brand when the quality and price of that category's brands are perceived as being equal. In fact, a majority of consumers expect businesses to do something for society, not merely ring up sales and profits. Employees who work for companies that market brands with a purpose--brands with authenticity--are more likely to go the extra mile.

Case in point: Unilever, which has won praise and publicity for its international initiatives promoting sustainability, social responsibility, and transparency. Its Lifebuoy brand posts this vision on its website:

As the world’s No. 1 germ protection soap, our vision is to bring health and hygiene to a billion people.

In line with this vision, Lifebuoy provides handwashing education to fight disease in India, Kenya, and other areas.

Unilever also owns Ben & Jerry's, an ice-cream brand built on the purpose and authenticity of its cofounders. When ice-cream lovers choose Ben & Jerry's, their purchases enable the brand to continue buying from local dairy producers and to support ongoing social responsibility activities.

Despite being under the Unilever umbrella since 2001, Ben & Jerry's has now become a certified B Corporation, showing its dedication to purpose while advancing Unilever's sustainability agenda.