CRITICAL ROLES OF STANDARDIZED MISSION STATEMENT IN SUSTAINABLE PERFORMANCE: EVIDENCE FROM UNILEVER PLC
Samuel Ayodele Majekodunmi, PhD and Ayomide Adeola-Staveley, M. Sc.
Volume 5 Issue 2
Abstract
Mission statements are pivotal in strategic planning and organizational identity, yet many companies struggle to integrate sustainability into these foundational declarations. This study addresses this gap by examining how a strategically crafted and standardized mission statement contributes to sustainable organizational performance, using Unilever as a prominent case study. While numerous firms offer vague or profit-centric mission statements, Unilever’s “to make sustainable living commonplace” stands out as a deeply embedded commitment to comprehensive sustainability across its operations, supply chains, and stakeholder engagement. Employing a qualitative case study design, this study analyses Unilever's mission statement, annual reports, sustainability performance, and third-party assessments from 2020 to 2024. The study is underpinned by the Resource-Based View (RBV), providing a robust framework to understand how Unilever's mission drives its sustainability practices. Thematic analysis is applied to uncover the alignment between the nine components of a mission statement and Unilever’s performance indicators, such as carbon footprint reduction, ethical operations, and stakeholder engagement. Findings reveal that Unilever's mission is a strategic asset, deeply integrated into its operational practices. Its purpose-driven approach has led to measurable environmental reductions, robust social initiatives, and sustained profitability, validated by high rankings in global sustainability indices like the Dow Jones Sustainability Index and CDP. This study demonstrates that a clear, authentic, and operationalized mission statement can significantly enhance an organization's credibility, foster innovation, and contribute meaningfully to global sustainability goals. The study offers valuable insights for practitioners and policymakers seeking to embed purpose into core strategy for long-term organizational resilience and societal impact. Keywords: Sustainability; Mission Statement; Strategic Management; Corporate Performance
Download Paper