Our strategy

We’ve built a strategy to help us achieve our purpose of making sustainable living commonplace.

Leaf picking

Our strategic focus

To realise our vision we have invested in a long-term strategy of divisions and brands that deliver growth to the benefit of all stakeholders.

Our business model

Comfort factory worker on the production line

Unilever believes profitable growth should also be responsible growth. That approach lies at the heart of our business model, driven by sustainable living and the USLP. It guides our approach to how we do business and how we meet the growing consumer demand for brands that act responsibly in a world of finite resources.

Our business model begins with consumer insight that informs brand innovation, often with partners in our supply chain, to create products we take to market supported by marketing and advertising across a range of distribution channels.

  • Consumer insight

    Societies are dynamic. We not only need insight into trends, but also the ability to predict them in order to maintain our competitive advantage.

  • Collaboration

    We work with governments, NGOs and other stakeholders to drive change that’s good for society and good for business, and we work with partners in our supply chain, to create innovations in products and packaging.

  • Innovation

    Our R&D mission is to build brands through benefit-led innovation unlocked by science and technology.

  • Sourcing

    We have a €34 billion annual procurement programme including agricultural raw materials, 51% of which are sustainably sourced.

  • Manufacturing

    Unilever has the world’s No.1 FMCG supply chain according to Gartner. We operate almost 306 factories and have invested heavily in efficiency and eco-production.

  • Logistics

    We are centralising our operations with a network of global UltraLogistik control towers to improve customer service, cut costs and reduce CO2 emissions. We increasingly use hybrid vehicles and rail rather than road.

  • Marketing

    We use multiple platforms to achieve cut-through in a highly fragmented media. Effective digital marketing is essential and influences shopping at all stages of the decision-making process and through all channels.

  • Sales

    We work closely with retailers to win in the market place, making sure our brands are always available and properly displayed, in all channels from supermarkets to e-commerce.

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