Unilever puts vitality at core of new mission
As it enters the final year of its Path to Growth programme Unilever has today unveiled its new mission taking it beyond 2004:
“Unilever’s mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.”
Chairman Antony Burgmans says: “Unilever will continue to operate according to its long-held principles with the objective of value creation for all our stakeholders. But at the same time we must evolve to meet new challenges. We believe that increased clarity about what we wish to stand for will put us in a better position to succeed in the years to come.”
Unilever will build its business by focusing on bringing vitality to life, meeting the growing consumer needs for:
convenience, time being an increasingly precious commodity
indulgence, with products offering more variety, sensuality and enjoyment.
Many of the common issues around the world - ageing populations, urbanisation and nutrition and health - offer new opportunities for Unilever to meet consumer needs in creative and useful ways.
Mr Burgmans says: “Unilever is in a unique position to understand the inter-relationships between nutrition, hygiene and personal care with feeling good, looking good and getting more out of life. We can do this because of our strong science capability and our understanding of the lives of consumers around the world. It is by bringing all this together that we can contribute to the quality of life and well-being. In other words, bringing vitality to life.
“Our Vitality mission connects us to consumers as citizens. We will pursue the goals of sustainable development where we have the greatest impact, through our sustainability initiatives in fish, agriculture and water. We will play our part in society as a responsible business and engage with the communities we serve.”
Unilever has also announced plans to make greater use of its corporate brand in support of its companies and products around the world. By 2005 subsidiary companies will adopt the name and use it on corporate literature and signage. And, over the coming years the Unilever name will appear on all product packaging.
“Consumers and stakeholders will find it easier to see who Unilever is and what it does,” explains Mr Burgmans. “Our goal is to strengthen Unilever’s business and reputation, so that both Unilever and its brands are better understood and trusted throughout the world”.