Should Mayonnaise, Shampoo and Ice Cream Have a Mission? Consumers Aren't So Sure


Unilever tested this proposition in an effort to give purpose to its 400 brands. So far, investors are discouraged.

https://www.wsj.com/articles/unilever-purpose-marketing-social-cause-11653050052?mod=pls_whats_news_us_business_f Should Mayonnaise, Shampoo and Ice Cream Have a Mission? Consumers Aren't So Sure

Edmund DeMarche

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