Unilever Spain CEO at Esade Matins: “Our aim is to promote a day-to-day, sustainable lifestyle”
“At Unilever we aim to promote a day-to-day, sustainable lifestyle. We believe that brands with a clear statement are the ones that really grow and prosper”, explained Marta González-Mesones, Unilever Spain CEO and former student of the Esade Proyecto Promociona, at the latest Esade Matins entitled “Lessons learned and growth opportunities in executive careers”.
The CEO also explained that her company’s four main sustainability priorities are: climate and climate change, nature and helping regeneration, reducing the use of non-recycled plastic, and positively impacting the regions where Unilever operates and helping communities. “We went from 34 commitments with hopeful final goals to 4 major priorities with objectives and commitments we can measure in the short and medium term,” she said. “It’s about achieving sustained business growth whilst taking into account our positive impact on society, our impact on the planet, and reducing our carbon footprint.”
The value of brands
During the session, González-Mesones acknowledged the importance of convincing consumers about brand value and underlined the success of the brands in the Unilever portfolio such as Dove and its campaign, “The cost of beauty” and the “I’m Frigo” scheme to create jobs for persons at risk of social exclusion.
When asked about the growth of own labels, she commented on “the importance of brands continuing to lead and underpin innovation whilst using good communications to show consumers the great added value we provide and thus contribute to growth in Spain” which she illustrated by sharing the international Magnum campaign launched recently.
The Unilever Spain CEO also mentioned that Hein Schumacher, Unilever’s recently appointed global CEO, “is stepping on the gas.” “We need to grow faster and be amongst our top 10 competitors, and also be more focused and able to streamline and set individual objectives and impact.” As regards turnover, she emphasized that turnover and growth had increased from €40bn and 3-4% in 2009 to €60bn and 9% in 2022.
Esade Matins are meetings where the leaders of foremost companies and institutions address their own challenges and aims, and reflect upon their careers in their companies. On this occasion, Marta González-Mesones was accompanied by Patricia Valentí, director of Esade Alumni, and Mònica Casabayó, professor in the Marketing Department at Esade and academic director of the new Esade Bachelor in Transformational Business and Social Impact (BITLASI).
