Unilever’s strategy, on a page

A case study in balancing scale, purpose and performance

When your organisation operates in more than 190 countries, manages 400+ brands and has set out to make sustainable living commonplace, strategic clarity isn’t optional – it’s essential.

In this case study, we’ve used the Team Alignment Canvas to show how a company like Unilever might bring its direction into focus. From purpose and values to long-range goals, this one-page example distils a multi-layered global strategy into six sharp answers.

Download the Unilever Team Alignment Canvas.

Why Unilever?

Unilever is one of the most recognised consumer goods companies in the world – with a deep history, a purpose-led mission and a highly decentralised operating model.

Its strategy must work across regions, product categories and functional silos – all while delivering on bold sustainability goals and shareholder expectations. It’s a strong example of how the six-question framework can clarify priorities, build coherence and make large-scale strategy easier to communicate

About this example

This canvas was created by the Impact Society team as a case study example. Unilever is not a client of ours and we haven’t consulted with them.

Wherever possible, we’ve directly transposed Unilever’s publicly available strategy – including their purpose, values and strategic priorities – into the canvas. Other responses, particularly the BHAGs, have been created by us based on their stated ambitions and sustainability reporting. They’re indicative, not definitive.

This case study is intended to show how the Team Alignment Canvas can help large, complex organisations express their strategy clearly – and help leadership teams get aligned on what matters most.