Unilever focuses on e-commerce, brand purpose and market share in new business reality

Anna Hamill

Unilever, the fast-moving consumer goods manufacturer, is responding to the on-going challenges posed by COVID-19 through maximising flexibility and focusing on the biggest opportunities.

As the world’s biggest brands ride out the COVID-19 storm, Unilever – the consumer goods giant, and one of the world’s largest advertisers – is seeing the emergence of several trends that are likely to define its business going forwards.

“The environment has demanded that we move with tremendous agility,” Alan Jope, Unilever’s CEO, explained on a conference call with investors that covered its results from the first half of 2020.

Some of the main shifts that Unilever has identified are:

  • Preparing for a new reality in e-commerce
  • Adjusting the media plan on a week-by-week basis
  • Maintaining focus on market...

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