Unilever, NVPC launch ‘purpose-driven’ growth programme for SMEs
Lindsay Wong
UNILEVER Singapore and National Volunteer and Philanthropy Centre (NVPC) have announced a “Purpose for Growth” programme for small and medium-sized enterprises (SMEs).
Aimed at imbuing them with “corporate purpose”, the programme will help these smaller businesses clarify for themselves why their company exists. Adopting a clear corporate purpose can lead to business growth and improved business competitiveness, as these SMEs enhance their ability to engage with different stakeholders and society at large.
The programme, to be run on the Unilever Campus @ one-north, comprises two phases. The first phase, starting on Jun 15, is an information session, for 50 to 100 SMEs to learn more about corporate purpose and the resources available to them; they will also listen to company representatives’ accounts of their respective corporate-purpose journeys.
In the second phase, a smaller group of about 25 to 30 SMEs will engage in structured learning and mentorship with Unilever. Senior Unilever business leaders will “share their experiences and guide companies on a more individual level”, noted Tony Soh, chief executive officer of NVPC.
Samir Singh, global chief marketing officer for personal care at Unilever and chair at Unilever Asia, said: “The ‘Purpose for Growth’ programme is the first of its kind at a country level and allows us to go beyond corporate giving to make a longer-term impact on the community.”
Unilever will also provide resources from its network of suppliers and partners, which includes technology companies, ingredient suppliers, waste management companies, marketing and media companies.
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“For example, if an SME needs help with traceability in its supply chain, we can link them up with one of our technology partners; if an SME wishes to focus on reducing waste, we can connect it to our network of waste-management companies,” said Singh.
In addition, the programme will guide participating SMEs on how to align their businesses with environmental, social and governance trends.
On its part, NVPC will contribute its corporate purpose resources.
Soh said: “A committed corporate purpose has the ability to affect the company’s execution strategy, such that operational decision-making considers the impact to the environment and society to be equally important with driving revenues and reducing costs.”
Singh added: “Research shows that purpose-driven brands grow 175 per cent faster than those without a purpose.”
The Singapore Business Federation will provide industry input for “Purpose for Growth” . It will also help in recruiting SMEs to participate in the programme.
Soh said he hopes the programme will encourage SMEs to create societal impact by adopting corporate purpose, regardless of their size. As SMEs may lack resources, bigger organisations such as Unilever can step up to offer support.
“NVPC chose to partner and collaborate with Unilever because… it has been an early adopter of corporate purpose for its entire global business and this commitment has enabled it to deliver exceptional financial results and societal impact in the countries in which it operates,” added Soh.
“Purpose of Growth” is the first collaboration spearheaded by NVPC as part of its refreshed “Company of Good” strategy.
Soh said: “NVPC will continue to actively seek out companies and ecosystem players to forge long-term, strategic collaborations that will enable more companies in Singapore to pivot to purpose and to deepen their giving efforts.”
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