Raising the bar across a global industry

Help the world’s largest tea business lean into their biggest single issue and explore how the vision can translate into their brands.

As the world’s largest tea business with almost 25% market share and brands including  Lipton, Pukka and Brooke Bond, Unilever’s Tea Company (now known as ekaterra) can truly shift the needle on a range of major social and environmental issues. We worked with the Executive Vice President and his team to define a purpose and set of commitments to raise the bar across a global industry.

• Analysis of the range of sustainability topics, looking for areas where Unilever Tea could make a truly outsize impact.

• Insights and issues analysis;

  • Consumers - changing ethical concerns and tea drinking habits, especially related to health and wellbeing.

  • NGO and intergovernmental agencies, including the  Ethical Tea Partnership, UN Women and the Rainforest Alliance.

  • Inspiration from, and alignment with, Unilever’s global tea brand strategies.

• Identified links between social topics, like livelihoods and human rights and environmental topics like farming practices.

• New purpose and ambition that focuses on creating better lives for tea workers and smallholder farmers.

• Strategic communications plan including a leadership narrative to be used at key global events.