Post by FMCG Africa

Unilever spent more than $9 billion on marketing in 2025. By all standards, that’s a huge budget. The company is present all over the world and has a basketful of products for all age categories and market segments. It looks like this company is looking at shaving off a significant chunk of this budget by discarding the already massively altered traditional marketing models in favour of just social media. Playing in this influencer-driven marketing field is a problem that could prove hard for global brands to manage. Social media is borderless, and messages created for markets in Europe have a way of straying into the African social media newsfeed. This becomes problematic where such could conflict with market-centric cultural messages tailor-made for the local markets. #marketing #fmcg #unilever #socialmedia