Big Brand, Big Idea and Major Media: CSR on Display
Unilever has launched an ad campaign to showcase the purpose behind its brands, reports Forbes. Its ‘So Long Old World’ video shows people who have benefited from the company's many initiatives. Commenting on Unilever's effort, Forbes notes: “CSR is no longer a part of what brands represent, but often the core of it . . . . These brands . . . don’t just sell what they do but what they are.” Unilever’s major media move is based on the corporation's profound commitment to CSR and sustainability, one that is spread across its many brands at a deep level, from sourcing and supply chain to marketing. It's a bold challenge to other large firms to take similar steps toward business, better.
John Howell, Editorial Director