Unilever stopped forcing one doctrine on 400 brands. Then it issued another.
In October 2023 Unilever said it would stop force fitting purpose onto its brands. By 2024 underlying ROIC improved 190 basis points to 18.1%. Then a new CEO brought a new portfolio-wide doctrine.
Transcript
If you run many brands, be wary of one rule for all of them.
Unilever's Compass strategy said brands with purpose grow, companies with purpose last, and people with purpose thrive.
In October 2023, new chief executive Hein Schumacher said Unilever would stop force fitting purpose onto its brands. Not all 400 needed a purpose the way Dove does.
By full-year 2024, Unilever's underlying return on invested capital had improved 190 basis points, to 18.1%.
Then Schumacher stepped down on 1 March 2025. His successor, Fernando Fernandez, brought a new portfolio-wide doctrine: a creator-first social pivot, declaring mass advertising dead. One rule for every brand, again. Fit each rule to the brands it suits.
The records behind this video
Every figure in the video comes from this Decision Record, each with its sources.
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