HUBUNGAN ANTARA MENYEIMBANGKAN LABA DAN TUJUAN BAGI PARA PEMANGKU KEPENTINGAN DAN PEMEGANG SAHAM DALAM MEWUJUDKAN KEBERLANJUTAN PERUSAHAAN UNILEVER
DOI:
https://doi.org/10.31004/jrpp.v8i2.45085Keywords:
Profit dan Purpose, Sustainable Living Plan, Unilever, Keberlanjutan, dan Stakeholder PrimacyAbstract
Dalam era bisnis modern, perusahaan dituntut menyeimbangkan laba (profit) dan tujuan sosial atau lingkungan (purpose). Unilever melalui Sustainable Living Plan (USLP), berhasil mengintegrasikan kedua konsep ini. USLP memiliki tiga tujuan yaitu meningkatkan kesehatan dan kesejahteraan lebih dari 1 miliar orang, mengurangi dampak lingkungan separuh dari operasinya, dan meningkatkan mata pencaharian jutaan orang dalam rantai pasokan. Unilever mengembangkan produk ramah lingkungan seperti Lifebuoy dan Love Beauty and Planet, mengurangi emisi karbon sebesar 70%, serta memberdayakan lebih dari 1 juta petani dan 100.000 perempuan melalui program Shakti. Artikel ini disusun menggunakan studi literatur dengan menganalisis 42 jurnal ilmiah, artikel, dan sumber relevan lainnya. Teknik analisis yang digunakan adalah analisis isi (content analysis). Keberhasilan Unilever tercermin dari pertumbuhan merek berkelanjutan yang 69% lebih cepat, peningkatan reputasi, dan daya tarik bagi konsumen serta investor yang peduli terhadap keberlanjutan.References
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