Unilever makes three best practise pledges at tech conference
The Guardian reported that Unilever’s Chief Marketing Officer Keith Weed stated that Unilever would withdraw its advertising from online platforms such as Facebook and Google if they fail to eradicate content that ‘create division in society and promote anger and hate’. Weed made this statement at the California tech conference.
Weed added, ‘As one of the largest advertisers in the world, we cannot have an environment where our consumers don’t trust what they see online.’
Unilever’s statement is not surprising considering:
- Brand safety allegations. For instance when The Time revealed that brand adverts were appearing next to explicit and offensive content.
- Other companies also pulling online advertising, such as P&G
- Russian manipulated adverts on social networks
- Lack of transparency and inaccuracy in terms of online advertising metrics
According to Marketing Week, Unilever’s warning to pull advertising from online platforms that are not socially responsible is part of three part pledge for best practise .
Their second pledge is to create ‘responsible content’ initially ‘tackling gender stereotypes in advertising through the Unstereotype Alliance’.
In their press release in June of last year, Unilever state that by launching Unstereotype Alliance they ‘aim to tackle how the industry can affect positive cultural change by using the power of advertising’.
Their third pledge is ‘responsible infrastructure’ meaning that the company will only partner with organisations that ‘are committed to creating better digital infrastructure’.
Although Unilever are known for their Corporate Social Responsibility schemes and best business practise, statistic reveal that a company that invests and promotes their CSR can benefit financially. For instance, The Chartered Institute of Marketing reported that 81 per cent of millennials expect companies to make a public commitment to good corporate citizenship.