How to build a bright future inside and out

1. Jonathan Atwood Unilever
@JonathanPAtwood
How to Build a Bright Future Inside and Out

2. How to Build a Bright
Future … Inside & Out
June 4, 2015 Jonathan Atwood
Sustainable Brands Conference
San Diego, CA

3. WHO IS JONATHAN ATWOOD?
Vice President, Corporate Communications and
Sustainable Living, Unilever North America
@JonathanpAtwood
OR –
The “nut job” dancing guy trying to start a movement…looking for others to
courageously follow and join the movement
Clip: First Follower: Leadership Lessons from Dancing Guy by Derek Sivers

5. Global
Perspective

6. THE BIGGEST U.S. BRAND NO ONE
KNOWS
8,000+ U.S. EMPLOYEES
1,500 in headquarters EC NJ
6,500 throughout the country in manufacturing and sales
Product & Category Leaders
$1.5b investment in U.S. Supply Chain
50+ Brands you know and LOVE….
Local
Perspective

8. OUR
MISSION

9. UNILEVER SUSTAINABLE LIVING PLAN
GLOBAL GOALS BY 2020

10. WHY I’M
HERE

12. U.S. SPECIFIC BIG GOALS BY 2020

13. WHAT IS A MOVEMENT?
Bringing people together with a shared
purpose to take action for positive,
systemic change.
-2015 Big Moment

14. THIS ALL SOUNDS GOOD BUT …

15. … WHAT WE’VE LEARNED SINCE LAST
YEARTransformational Change is Hard and Slow
• It’s difficult to go it alone
Craft a Culture
• not through words but through personal, authentic actions
Connect Inside to Outside
• lead with employees but…
Bring the Outside In
• …challenges/inspiration also comes from outside voices
Act Local
• people connect with their communities and local issues
Make it Fun!

16. MY JOB CONTRIBUTES TO THE SUSTAINABLE LIVING PLAN AND
DRIVES SUSTAINABLE GROWTH
ENGAGING EMPLOYEES
KEY LEARNINGS
#1 UL Senior Leadership scores are
high to reflect their strong
engagement
#2 Connection is stronger among
employees in developing market vs.
developed markets

17. CREATE AN EMPLOYEE MOVEMENT
Awareness
Understanding
Engagement
Advocacy
What is
Unilever
doing?
What can I do
to live more
sustainably?
What can I do in
my role to embed
the USLP?
R&D
u Share
the
Plan,
Progress,
&
Brand/Product
stories
u
Engage
employees
with
external
campaigns
u
Provide
tools/pla=orms
u
Provide
Benefits
u
Provide
opportuni?es
for
hands-­‐on
learning
Supply
Chain
Marketing
CD
HR
IT
Finance

18. CREATING AN EMPLOYEE
MOVEMENT-VOLUNTEERISM
We make the USLP come alive for employees by giving them the tools
and resources to give back to their local community and create a
movement for sustainable growth.
• FINDING
PERSONAL
PURPOSE
• Company-wide events
lead to personal-
purpose moments
• USLP TARGET
CREATION
• Ability to target and
track hours
• COMMUNITY
ACTION DAY
• Shut down headquarters

20. Q4 2013 2014 Q1 and Q2 2015 Q3 and Q4 2015
50
60
70
80
90
100
2013 2014 Jan-15 Feb-15 Mar-15 Apr-15
Aided Awareness
Global Brandscapes, females 35-54
TAKING IT EXTERNAL

22. YOUTH EMPOWERMENT ECO-SYSTEM

24. Consumer Retailers
Employee VolunteersGrants to FA Product Donations
40 million lbs
Consumer Total System Approach
Digital/Social
ECO SYSTEM IN HUNGER

25. SO WHAT…?
• May 6th USLP year four progress report
• Brand Equity growth of “UL Brand”
• Internal engagement scores continue to
improve
• New “Brands with Purpose” are emerging

27. SUSTAINABLE LIVING
BRANDS IN 2014

28. U.S. BRANDS WITH PURPOSE
28

29. WHERE DO WE GO FROM HERE?
• Scale for Impact
• Stay focused on Transformational Partnerships
(and identify new ones)
• Continue to drive Purpose with our Employees
and our Brands
We Can’t Do It alone…
Clip: First Follower: Leadership Lessons from Dancing Guy by Derek Sivers

31. Thank You!