Unilever, one of the biggest consumer goods companies in the world, is increasing transparency across their network and encouraging others within the industry to follow suit. With the recent growth of digital ecosystems, the call for increased consumer transparency could not come at a better time.
The trust customers place in the hands of the brands and companies they choose to shop with is extremely fragile and vulnerable. With the rise of the digital media age upon us, digital influencer marketing is something each and every one of us are exposed on a daily basis. But, the transparency in the information we, as consumers, are receiving has, in recent years, been called into question. Statistics have shown that of the 500 public relations and marketing professionals surveyed, 34.7% who were familiar with the rules surrounding digital marketing actively choose not to adhere.
Unilever are aiming to combat the lack of transparency in the industry by calling out to the influencer marketers to encourage them to increase visibility for their consumers. They want to combat fraud in the digital ecosystem by creating better experiences for consumers.
In order to ensure transparency, Unilever, one of the world’s largest advertisers with an annual brand and marketing investment of over €7 billion, are engaging an element of self-regulation in the hope that other industry leaders will follow suit. They are calling for transparency from influencers – pledging to only work with those who do not buy followers; transparency from brands – making a commitment on behalf of their own network, that they will never buy followers; and transparency from platforms – promising to prioritise partners who increase transparency and help eradicate bad practices.
This story shows how Unilever supports Goal 16: Peace, Justice and Strong Institutions, specifically Target 16.6: “Develop effective, accountable and transparent institutions at all levels.”
Founded in 1930, Unilever is a British-Dutch transnational consumer goods company that owns over 400 different brands. They have their products available in over 190 countries and they have a team of over 160,000 employees!