Inspired by the history of the Unilever brand, 'Business on a Mission' is author Andy Last's roadmap for what it means to build a sustainable brand based on a sense of social mission. More than a century ago Unilever exploited new thinking in germ theory to introduce the idea of handwashing with soap. The brand Lifebuoy became a household name, and its owner became a publicly traded company. The message is that business success and social mission go hand-in-hand, says Last, whose book provides a guide for how organisations can adapt to the changing world and evolving expectations of stakeholders to build more purpose-led, sustainable businesses. It describes how to curate a brand that talks to the emerging Gen Z consumer base, drives sales through social missions, while attracting and retaining the best talent - without falling into the trap of alienating your stakeholders with woke-wash.
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