Unilever has warned it could sell off brands that do not contribute positively to society as it ponders a cull linked to the company’s sustainable business agenda. Alan Jope, Unilever’s chief executive, said it was no longer enough for consumer goods companies to sell washing powders that make shirts whiter or shampoos that make hair shinier because consumers wanted to buy brands that have a “purpose” too. The new chief executive’s comments raised the possibility of the company selling off profitable brands, potentially hurting the bottom line, but Jope said: “Principles are only principles if they cost you something.”

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