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Unilever's Environmental Claims in the Spotlight

Unilever's Environmental Claims in the Spotlight

Posted by Emily on 13th Dec 2023

Unilever, the household name behind Marmite and Hellmann's mayonnaise, is currently under the lens of the U.K.'s Competitions and Markets Authority (CMA). The investigation is focused on assessing the veracity of Unilever's environmental claims on its wide range of household products. While the CMA has raised concerns about potential overstatements in the eco-friendliness of products such as toiletries and cleaning supplies, Unilever stands by the authenticity of its green claims.

Unilever Rotterdam building

Sarah Cardell, CMA's CEO, points out the increasing consumer preference for environmentally responsible products, underscoring the importance of accurate green claims. The broader CMA inquiry into the consumer goods sector aims to safeguard substantial consumer spending against deceptive eco-friendly claims.

The inquiry has identified potential issues, including vague and broad statements, exaggerated natural ingredient claims, and misleading recyclability information. Unilever, however, expresses surprise and disappointment at the CMA's stance, steadfastly refuting any deceptive practices and emphasising its commitment to environmental sustainability.

This investigation comes after a Greenpeace International report highlighting Unilever's significant use of plastic sachets. The CMA's heightened focus on potential greenwashing is part of a larger effort to protect eco-conscious consumers and ESG-focused investors.

Similarly, the CMA had previously scrutinised fashion companies like Asos, Boohoo Group, and George at Asda for their sustainability claims. Depending on the findings, possible outcomes range from operational changes to legal action.

Unilever remains committed to making responsible, transparent, and substantiated claims about its products, pledging full cooperation with the CMA investigation.


Alan Jope's vision since his appointment as Unilever's CEO in 2019 has been to centralise social purpose in the company's strategy. While lauded for its focus on corporate responsibility, this approach has been challenging, as seen in the current CMA investigation.

The company has faced declining sales volumes in Europe, where consumers increasingly opt for non-branded goods. In response, Unilever wants to strengthen its position in the premium U.S. beauty market. The new CEO, Hein Schumacher, inherits the challenge of driving sustainable growth while managing investor expectations and operational efficiencies.

Hein Schumacher

Image Source: Unilever / Img Hein Schumacher

Unilever's purpose-over-profit approach has been subject to scrutiny from investors. Critics like Terry Smith have questioned the balance between sustainability efforts and core business objectives. Despite the rising importance of ESG in investment decisions, Unilever's share performance has lagged behind industry peers.

Activist investor Nelson Peltz's involvement on Unilever's board highlights the ongoing pressure to improve returns. Schumacher's leadership marks a potential shift in strategy, balancing brand-specific social and environmental objectives with overall business goals.

The focus on 'power' brands, representing a significant portion of Unilever's turnover, is part of this strategic shift. Industry observers like Charlie Huggins from Wealth Club view this move cautiously, acknowledging the challenges and recognising the potential for improved performance.

How do you view this situation? Do you think Unilever's green claims are justified, or do they border on greenwashing? Share your thoughts in the comments below.