A Case Study Of Unilever's Sustainable Living Plan

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Unilever’s Sustainable Living Plan “USLP” was a 10 years program introduced in November 2010 that was designed to double its business size while synchronously, decreasing its environmental footprint and enhancing its positive social impact (The Economist, 2012). Unilever had also pinpointed 3 critical areas covering Unilever’s economic, social and environmental performance and were supported by 9 commitments as shown in Figure 6 (Unilever, 2014).In order to double its business size by 2020, one of Unilever’s plans was to focus on encouraging and educating over 1 billion people to improve their health and well-being through the campaigns held by its brands (Unilever, 2014). Unilever had 2 commitments under this category, one of which was focused on promoting the significance of keeping high level of hygiene to improve people’s health and mortality rate. The other would focus on improving nutrition level of their products to ensure that people were able consume a healthier choice of food to fight against malnutrition that could adversely affect their health condition. Unilever had targeted the emerging markets to promote its products, most notably, through collaboration and supporting the programmes held by UNICEF or even the governmental bodies. 80% of Unilever’s proceeds from home care brands, such as Domestos, Sunlight and Cif to name a few, were derived from emerging markets (Forbes, 2014). All the 3 brands mentioned, had been actively holding highly publicised campaigns

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