Inflation, tariff policies, a consumer mentality deeply oriented to savings and crisis such as housing or energy have created a scenario of enormous complexity for business development. In an uncertain market in which prices are increasingly volatile, growth depends largely on the Value creation And this, in turn, depends on the innovation.
Innovation to create enthusiasm
They consider it, for example, in Colgate-Palmolivewhose CEO, Noel Wallace, in the last presentation of the company’s results has reaffirmed its commitment to innovation. Ensures that one of the main spotlights of the group for navigating the current panorama is “Give consumers reasons to choose our brands again”
“We will continue offering innovation with added value and scientific base”He said on April 25. He cited as an example the total colgate relaunch with Active Prevention System, or the Science Diet range of the Hill’s pet food brand, with Activbiome technology. Movements that, as explained, serve to Add value to their products and that consumers choose their brands.
“It will not be a promotion environment that changes things”
The commitment to innovation is also an approach that seeks reduce dependence on promotions and boost the “Premiumization.” Not only as a company strategy, but of the category in general. “It is expected that both we and our competitors continue to focus on adding value to the category through innovation. It is what has historically promoted our penetration into homes and our success”, Said Wallace.“It will not be a promotion environment that changes things. It will be the enthusiasm that we contribute to the categories through our innovation”
This will also exercise as a lever to mitigate the impact of tariffs In Colgate-Palmolive, which the company has established in 200 million dollars for this year. “As tariffs are confused, I think everyone will look for ways to create value in the category. In my opinion, this will be promoted mainly through innovation”; Nevertheless, he said that the company will study prices in certain markets worldwide.
In addition to innovation, he has also assured that Colgate-Palmolive continues to be committed to the investment and development of capacities such as Artificial intelligence or data analysis, areas that point that they will acquire increasing importance in the current environment.
In addition to innovation, the CEO of Colgate-Palmolive points out that they are also focusing on the advertising strategy. “While all companies can experience pressure on brand investment due to volatility, we have started 2025 with an advertising investment in their historical maximum and we believe that our focus on promoting investment return positions us well to compete effectively”, Said Wallace.
Innovation as a growth engine
Multiple investigations point whatand innovation It is necessary to respond to changes in consumer behavior and to differentiate brands and businesses, especially in times of uncertainty. This is also understood in Unilever, whose CEO, Fernando Fernández, also put his vision of innovation in the last presentation of results.
“The quality of our innovation portfolio is the backbone of our growth”, Commented the manager by pointing out the reasons for his confidence in the company’s performance this year.
Premium innovations, according to Unilever, are behind the growth of brands such as Dove, Vaseline, Magnum or Liquid IV
To innovation adds, among other things, the resilience and the investment that the company is making in its brands. In this last section, Unilever shares that between 15 and 16 % of its billing to investments in its brands (mainly its “powerful brands”, which represent three quarters of its turnover), compared to 13 % of three years ago.
Unilever considers that innovation has created a solid and resilient business
Fernández said that Unilever has a solid and resilient business, well positioned to render in the current conditions of uncertainty and market volatility. “We have created a diversified portfolio in geographies, categories and price ranges, well positioned to respond to changing patterns of consumer demand“; said. “We have what I consider one of the most solid multiannual innovation plans in a long time, and we are managing it successfully. This innovation program will continue to improve our competitiveness”
In addition to innovation, Fernández once again expressed the company’s intention to reinforce the IMarketing nversion And, specifically promote a Socia-First approach. The objective is “Build a marketing and sales machinery that guarantees that the quality of our execution constantly coincides with the growing quality of our innovation”
In this regard, Unilever is implementing the one who calls “4V model” In social networks: variety of creators, volume, virality and speed of content. In this sense, the company will reinforce its commitment to influencers and content creators to talk about its brands.
In addition, Fernández, who was appointed CEO of the company at the end of February, has promised to be a first -line leader. Which, he said, “It means a ruthless obsession with the consumer, focusing on what is needed to boost demand and create scale desire for our brands in an increasingly digitized world, where consumer’s choice and expectations are greater than ever than ever”
