Unilever steps up from marketing purpose to brand activism

Stephen Whiteside

Unilever is a pioneer of purpose-driven marketing, from Dove taking on traditional definitions of beauty to Lifebuoy educating people about washing their hands and Omo extolling the virtues of kids playing outside.

But Aline Santos, the London-based enterprise's EVP/Global Marketing, believes the global marketer is ready to move beyond simply making arguments that encourage individuals to change their behavior. Instead, she offered, brands should enable consumers to turn purpose-focused intentions into tangible action.