In late 2023, the Dove and Ben & Jerry’s owner announced Esi Eggleston Bracey, who previously led its U.S. business and oversees the personal care division across North America, was to take on the new position of chief growth and marketing officer (CGMO).

Bracey’s appointment dovetailed with a shift in tone from Unilever’s (then recently appointed) CEO Hein Schumacher, who hinted at plans to dial back on attaching a purpose to each of the CPG’s 400-plus brands; a strategy initiated by predecessor, Allan Jope.

“Not every brand should have a social or environmental purpose. And we don’t want to fit that on brands unnecessarily,” Schumacher told the Financial Times. He said purpose could be an “unwelcome distraction” in his mission to build a “performance” culture.

Now, as it navigates a cost-of-living crisis and tries to reclaim its market share in tough economic conditions, Unilever is focused on its top 30 “power brands” which are growing faster than the company average and generating more than 70% of turnover. These include Dove, Knorr and Paula’s choice.

Speaking at Cannes Lions 2024, Bracey said purpose was still central to this mission, but the company couldn’t take a “one-size-fits-all” approach.

As part of Schumacher’s “action plan,” the group has been shedding brands. In 2023, it sold the DTC razor brand Dollar Shave Club to private equity group Nexus Capital Management, and it plans to spin off or sell its ice cream division.