Becoming a Business with Purpose: Unilever

By Jessica Hargreaves

If you're regular readers of our blog (if not, why not?) you'll know that we love a good branding or marketing story and often like to share it with you.

This week we wanted to share how Unilever is working to become a business with even more purpose in the latest commitment.

Marketing not allowed... to children that is

By the end of 2020, global consumer goods company, Unilever will stop marketing and advertising their foods and beverages to children younger than 12 in traditional media and younger than 13 across their digital campaigns.

An ever-growing global issue

Prompted by the World Health Organisation indicating that childhood obesity is one of the most serious public health issues in this century, Unilever have taken it upon themselves to make a positive impact. The shift is expected to take place initially with their Wall's Ice Cream brand which is sold across Europe, Asian and Middle Eastern countries.

I say ice cream, you say ice cream, we all say 'why can't we enjoy ice cream without it being calorific?'

The fact of life is everyone loves ice cream, (if you don't, quite simply that's more for us) but it is hard to try and be treat smart. That's why the next time you pick up a Wall's Ice Cream from the children's range, it will have a 'Responsibly Made For Kids' logo printed on, so shoppers can indicate that the product is child-friendly. What's more is that these lovely little lollies for kids will only contain 110 calories and 12 grams of sugar per serving.

Put your lolly sticks up for Unilever

We are aware about our impact on the planet, our impact on physical and mental health more than ever and many businesses are taking it upon themselves to become what we like to call a 'Business with Purpose'.

We really do give our kudos to Unilever on their mission to becoming an even better business with purpose and it's not the first time they've made such a caring & positive commitment. They are big on sustainability and requires all of it's brands to work towards its sweeping set of Sustainable Living Plan goals - If they don't meet the set of requirements, then they simply won't make the cut!

Their latest decision really is a genuine commitment to make and market products to children more responsibly and to make a special treat guilt free. So far there's nothing saying that these special kids treats can't be eaten been adults - we may have to try a few, you know, for quality control...


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