OVERCOMING BOYCOTTS: UNILEVER'S STRATEGIES TO SUSTAIN REVENUE ON THE GLOBAL STAGE

Abstract

The multinational company Unilever has faced a crisis due to boycott calls initiated by several countries worldwide, significantly impacting the company's revenue. This study aims to analyze the business strategies implemented by the company in responding to boycott threats and to understand their impact on consumers and Unilever's business sustainability. The research employs a qualitative approach using a literature review method, relying on secondary data from various credible sources. The findings reveal that Unilever has adopted a business strategy known as the Unilever Sustainable Living Plan (USLP), which focuses on sustainability and corporate social responsibility. This strategy not only helps Unilever maintain its reputation amidst global criticism but also contributes to increased revenue despite the pressure from consumer boycotts. By integrating sustainability principles into its business operations, USLP adds value to consumers and other stakeholders while preserving the company's competitiveness in the international market. This study provides insights into the importance of innovative, sustainability-oriented business strategies as an effective response to global challenges, including boycott threats arising from social and political issues.