Unilever Or, as we prefer to call them, really difficult opportunities…
Le Grand Bleu has long lived by the maxim that doing good is good business, and now they’ve stepped it up a notch, putting their money where their mouth is, so to speak, and partnering with the Loerie Awards for Cleverness in Advertising, notably via their Unilever Ubuntu Award for Sustainable Marketing. The idea, you see, is to get crehaytives to get involved in making sustainable living commonplace – which is Unilever’s vision for itself as a company, and more ambitiously for South Africa and for Africa as a whole. One of the interesting features of this involvement, as detailed by Yaw Nsarkoh, the MD of Unilever Nigeria, is that while in the past the focus has been on the wonderful opportunity presented to marketers by the wide horizons and smiling happy consumers of Africa, a more gimlet-eyed view is needed of Africa as a place of notable challenges – like inequality – which businesses like Unilever could become involved in addressing.
Comment: Sound reasoning for any business which has aspirations beyond selling luxury to the 1%, on this continent or elsewhere.