BrandZ Viewpoint: Keith Weed, Unilever

Keith Weed

Too often there is an association solely with environment when people talk about sustainability. However, when we talk about sustainability, we’re talking about social elements as well as environment.

Part of our social benefit programme is based around self-esteem. It can have a huge impact on people and I’m encouraged that in my daughter’s school they use Dove as an example in a self-esteem class and show the Dove evolution film and discuss it.

They do the same in the US. What’s striking about this is that Dove can become an example for a more positive view around beauty, and a more ‘real beauty’ than the more cosmetic artificial beauty. If Dove can make people feel good about themselves then that’s a positive thing.

You won’t be surprised to hear that Dove is a strong and growing brand around the world, no matter what society or ‘norms’ there are. The different take on beauty has real resonance among our customers.

I’ve watched a remarkable online film where women are interviewed in the street and they never list things they like about themselves but list many things they hate. Their friends, however, are able to list eight positive things about them.

What is striking is that we are so self critical but other people can see positives. How do we change the way people consider themselves? Dove has played a key role in setting this agenda and it will continue this dialogue.

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