Unilever’s purpose-led brands steering sustainability journey in Bangladesh
Since its inception in 1964 with Sunlight in Bangladesh, Unilever has been a pioneer of market development and started addressing social issues through its brands.
Publish : 17 Jan 2022, 08:39 PMUpdate : 17 Jan 2022, 08:38 PM
Even a few decades ago, consumer choices were limited, industries were not so overcrowded and a few big brands dominated the market.
Fast forward to the era of global consumerism, when companies around the world struggle for differentiation in overcrowded industries, the purpose-driven brand is the one that earns the loyalty of its customers.
Now, consumers have become more aware of what businesses take out of the system, how this impacts society, the environment and the planet.
In the ’80s and 90’s generations of the last century, there was a one-way communication between consumers and brands where the leading brands highly influenced consumer behaviour.
However, the digital revolution opened new avenues for consumers to voice their opinions in online chatrooms and utilize the power in their numbers. The real shift of power came with social media when consumers, who felt neglected or bullied by brands, began flexing their vocal muscles and calling brands out for their unethical behaviours.
The rise in conscientious consumers means that companies need to think about the social, environmental, ecological and political position of their brands. Nowadays, many organizations are successfully driving purpose into their businesses for three main reasons: i) purpose is a core differentiator, ii) purpose means something to all people, and iii) purpose is who they are.
Unilever Bangladesh Limited or popularly known as UBL can be mentioned as an exemplary pioneer who is changing the face of business. For the past four decades, UBL has been regularly bringing new and innovative products for the people of Bangladesh to erase the uniformity of daily life. Unilever brands remain at the forefront of driving positive social and environmental change, whether that’s Pepsodent advocating for ‘every smile matters’; Lifebuoy encouraging handwashing to save lives and help moms ensure their kids fall ill a little less often or Horlicks aiming to nourish a billion lives.
Unilever brands are on a mission to create a better planet and society, driven by one core purpose i.e. to make sustainable living commonplace for all.
Since its inception in 1964 with Sunlight in Bangladesh, Unilever has been a pioneer of market development and started addressing social issues through its brands.
Launched in late Victorian England, Unilever founder William Hesketh Lever first sold Sunlight, the world‘s first packaged and branded soap, with a mission to revolutionize hygiene, bringing it within the reach of ordinary people. With the purpose of saving lives easily lost due to avoidable diseases, the Lifebuoy brand was launched with the aim to make a difference by creating quality, affordable products and promoting healthy hygiene habits. Since 2010, Lifebuoy, the world’s number one hygiene soap brand, has reached over 1 billion people through its handwashing programme, making it one of the largest behavioural change programmes in the world. Back in 1894, William and James Lever created Lifebuoy soap to ‘make cleanliness commonplace. What started off as a simple handwashing programme has evolved into a mission to improve people’s hand hygiene and to advocate for better hygiene habits.
The stories of Lux and Lifebuoy are examples of how UBL took global brands from Unilever’s stable and made them undeniably local-to be cherished by the Bangladeshi consumers.
Inspiring women to be boldly beautiful, the country’s largest skin cleansing brand, Lux, continues to pledge its commitment to help women everywhere fight casual sexism at home, and in the wider society. Another signature brand that delivers superior care products, Dove, has long been known for its commitment to representing diversity in its ads. Beginning in 2004, the Unilever brand made its mark with the “Real Beauty” campaign, featuring untouched photographs of real women—not models—chosen to reflect the diversity of the population at large. Together with generations of women, Dove has helped widen the definition of beauty-a source of confidence, not anxiety.
For over 17 years, Dove Is striving to instil the idea among youthful Bangladeshi generations: ‘Beauty is not defined by shape, size or colour – it’s authentic. Unique. Real.’ "Dove Self-Esteem Project (DSEP)" is an iconic global initiative run by Brand Dove which seeks to ensure that the next generation grows up enjoying a positive relationship with the way they look and to help them raise their self-esteem. Already more than 35 million young people across 142 countries have been engaged and many brands were inspired to follow suit, thanks to Dove.
The global advocacy for breaking down orthodox beauty standards is further strengthened by Unilever’s popular skincare brand’s key purpose. To create public awareness on the purpose: skin health is a right, not a privilege, Vaseline is on a mission to create 15 million more equitable skincare experiences by 2025. Emphasizing the importance of nurturing skin worldwide, through its 150 years old healing power, Vaseline believes that everyone everywhere deserves healthy skin. Since 2015, Vaseline launched the social awareness initiative, ‘Vaseline Healing Project’, that provides doctor’s expert hands, free skin treatment along with petroleum jelly to poverty-stricken communities.
In the developing world, owing to environmental pollution, often the drinking water may contain heavy metals and iron rust which cannot be filtered easily. Unilever’s water purifier brandPureitis working to raise awareness on safe drinking water for everyone joining the global efforts to address SDG 6: Ensure access to water and sanitation for all. . Simultaneously, the brand has co-created a platform with UNDP Bangladesh to invite ideas on how to ensure safe drinking water for people of Bangladesh and create awareness among the disadvantaged people through and promote innovative ideas to access safe water. .
Unilever’s journey as a development partner of Bangladesh has been going on for more than five decades. As a consistent leader in sustainability, Unilever is determined to meet its targets, following the Unilever Sustainable Living Plan, such as 100% sustainable sourcing; improving the health and hygiene for over a billion people; enhancing livelihoods and accelerating gender equality throughout its value chain; and moving to zero waste. The core purpose of UBL has always been enhancing the Bangladeshi consumers’ quality of life in every way possible.
Zaved Akhtar, CEO of Unilever Bangladesh, said: “At Unilever, the success of business means making a positive impact on society. Hence, we always try to make sure that we are able to actually have a positive impact on the people and the community through our business. Our purpose-led Brands are growing faster by contributing to United Nation’s SDGs via initiating actions for the people and planet.”
“Every day we thrive to build a sustainable world by utilizing our brand as the force for good,” he added.
Unilever’s purpose-led brands steering sustainability journey in Bangladesh
Since its inception in 1964 with Sunlight in Bangladesh, Unilever has been a pioneer of market development and started addressing social issues through its brands.
Even a few decades ago, consumer choices were limited, industries were not so overcrowded and a few big brands dominated the market.
Fast forward to the era of global consumerism, when companies around the world struggle for differentiation in overcrowded industries, the purpose-driven brand is the one that earns the loyalty of its customers.
Now, consumers have become more aware of what businesses take out of the system, how this impacts society, the environment and the planet.
In the ’80s and 90’s generations of the last century, there was a one-way communication between consumers and brands where the leading brands highly influenced consumer behaviour.
However, the digital revolution opened new avenues for consumers to voice their opinions in online chatrooms and utilize the power in their numbers. The real shift of power came with social media when consumers, who felt neglected or bullied by brands, began flexing their vocal muscles and calling brands out for their unethical behaviours.
The rise in conscientious consumers means that companies need to think about the social, environmental, ecological and political position of their brands. Nowadays, many organizations are successfully driving purpose into their businesses for three main reasons: i) purpose is a core differentiator, ii) purpose means something to all people, and iii) purpose is who they are.
Unilever Bangladesh Limited or popularly known as UBL can be mentioned as an exemplary pioneer who is changing the face of business. For the past four decades, UBL has been regularly bringing new and innovative products for the people of Bangladesh to erase the uniformity of daily life. Unilever brands remain at the forefront of driving positive social and environmental change, whether that’s Pepsodent advocating for ‘every smile matters’; Lifebuoy encouraging handwashing to save lives and help moms ensure their kids fall ill a little less often or Horlicks aiming to nourish a billion lives.
Unilever brands are on a mission to create a better planet and society, driven by one core purpose i.e. to make sustainable living commonplace for all.
Since its inception in 1964 with Sunlight in Bangladesh, Unilever has been a pioneer of market development and started addressing social issues through its brands.
Launched in late Victorian England, Unilever founder William Hesketh Lever first sold Sunlight, the world‘s first packaged and branded soap, with a mission to revolutionize hygiene, bringing it within the reach of ordinary people. With the purpose of saving lives easily lost due to avoidable diseases, the Lifebuoy brand was launched with the aim to make a difference by creating quality, affordable products and promoting healthy hygiene habits. Since 2010, Lifebuoy, the world’s number one hygiene soap brand, has reached over 1 billion people through its handwashing programme, making it one of the largest behavioural change programmes in the world. Back in 1894, William and James Lever created Lifebuoy soap to ‘make cleanliness commonplace. What started off as a simple handwashing programme has evolved into a mission to improve people’s hand hygiene and to advocate for better hygiene habits.
The stories of Lux and Lifebuoy are examples of how UBL took global brands from Unilever’s stable and made them undeniably local-to be cherished by the Bangladeshi consumers.
Inspiring women to be boldly beautiful, the country’s largest skin cleansing brand, Lux, continues to pledge its commitment to help women everywhere fight casual sexism at home, and in the wider society. Another signature brand that delivers superior care products, Dove, has long been known for its commitment to representing diversity in its ads. Beginning in 2004, the Unilever brand made its mark with the “Real Beauty” campaign, featuring untouched photographs of real women—not models—chosen to reflect the diversity of the population at large. Together with generations of women, Dove has helped widen the definition of beauty-a source of confidence, not anxiety.
For over 17 years, Dove Is striving to instil the idea among youthful Bangladeshi generations: ‘Beauty is not defined by shape, size or colour – it’s authentic. Unique. Real.’ "Dove Self-Esteem Project (DSEP)" is an iconic global initiative run by Brand Dove which seeks to ensure that the next generation grows up enjoying a positive relationship with the way they look and to help them raise their self-esteem. Already more than 35 million young people across 142 countries have been engaged and many brands were inspired to follow suit, thanks to Dove.
The global advocacy for breaking down orthodox beauty standards is further strengthened by Unilever’s popular skincare brand’s key purpose. To create public awareness on the purpose: skin health is a right, not a privilege, Vaseline is on a mission to create 15 million more equitable skincare experiences by 2025. Emphasizing the importance of nurturing skin worldwide, through its 150 years old healing power, Vaseline believes that everyone everywhere deserves healthy skin. Since 2015, Vaseline launched the social awareness initiative, ‘Vaseline Healing Project’, that provides doctor’s expert hands, free skin treatment along with petroleum jelly to poverty-stricken communities.
In the developing world, owing to environmental pollution, often the drinking water may contain heavy metals and iron rust which cannot be filtered easily. Unilever’s water purifier brandPureitis working to raise awareness on safe drinking water for everyone joining the global efforts to address SDG 6: Ensure access to water and sanitation for all. . Simultaneously, the brand has co-created a platform with UNDP Bangladesh to invite ideas on how to ensure safe drinking water for people of Bangladesh and create awareness among the disadvantaged people through and promote innovative ideas to access safe water. .
Unilever’s journey as a development partner of Bangladesh has been going on for more than five decades. As a consistent leader in sustainability, Unilever is determined to meet its targets, following the Unilever Sustainable Living Plan, such as 100% sustainable sourcing; improving the health and hygiene for over a billion people; enhancing livelihoods and accelerating gender equality throughout its value chain; and moving to zero waste. The core purpose of UBL has always been enhancing the Bangladeshi consumers’ quality of life in every way possible.
Zaved Akhtar, CEO of Unilever Bangladesh, said: “At Unilever, the success of business means making a positive impact on society. Hence, we always try to make sure that we are able to actually have a positive impact on the people and the community through our business. Our purpose-led Brands are growing faster by contributing to United Nation’s SDGs via initiating actions for the people and planet.”
“Every day we thrive to build a sustainable world by utilizing our brand as the force for good,” he added.
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