CSR departments are redundant, says Unilever's Weed
Brands should build corporate social responsibility (CSR) into all their working practices rather than have standalone CSR departments, according to Keith Weed, Unilever chief marketing officer.
Keith Weed: chief marketing officer at Unilever
Weed laid out Unilever's philosophy at today's (29 November) annual Marketing Society conference, as he explained how Unilever would achieve its aim of doubling the size of its business, while reducing its environmental impact
He said: "We don’t have a CSR department – if you have a CSR department, then it's an add-on.
"Sustainability is something we do from day to day. Employees who are engaged perform better – they need to be engaged in something and believe in something."
He stated Unilever's ambition to drive growth of the business by catering to consumers' needs, sparked by the booming global population.
Weed added: "The only sustainable growth is consumer-demanded growth. Clearly, in a resourcefully strained world we need to think about environmental and social responsibility."
Unilever would focus heavily on sanitation products because of the expected growth of urban slums.
One such product the FMCG giant is putting its weight behind in developing markets is Lifebuoy, which was first launched as a reaction to the slums of Victorian England.
Weed claimed the firm's factories only produced a small proportion of greenhouse gases during the lifecycle of a product.
The manufacturing of the product in factories contributed 3% of greenhouse gases, whereas the collection of the raw materials contributed 26% and customers using the products gave off 68% of the greenhouse gases, he said.
Unilever wanted to help suppliers and customers reduce the environmental impact of products before and after they enter its factories.
This push will involve all Lipton teabags being sourced sustainability by 2015.
Follow Matthew Chapman on Twitter @mattchapmanuk
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...