Is it possible to do work that is meaningful, makes a positive impact, and provides a great living? This week’s Podcast
is with Alison Leung, brand manager of Dove for the Unilever Company.

I am not sure if you have seen their real beauty
campaign but, in my own opinion, it is probably the most compelling marketing campaign running. They use women of all races, shapes, sizes, and ages, and none are professional models. I call them “photoshop free” ads.

The campaign was piloted in Canada and was so successful that it has been rolled out across the globe. What I love about the concept is their ability to connect with the market. 92 per cent of women feel that there is something about their body that they would like to change. What women need to be affirmed of is what beauty really is – the whole person.

Alison said, “Products are functional things. We are trying to make changes to our society.”

“They are selling more than soap; they are selling the idea that you are beautiful”

What they are selling is something they can deliver. The Dove brand is authentic and no, they didn’t send me a free year of soap!

Alison shared her own career journey and what I considered to be career goals that most professionals are looking for, such as the ability to work on projects that have greater impact than just generating profit for your company and filling up your RRSP’s.

An advertisement from the Dove campaign for real beauty

Alison talked about a woman in Newfoundland who had saved $10,000 for plastic surgery. She realized that the beauty she was looking for was something she already had. She canceled the surgery and Dove got a customer for life. The Dove brand team came together and made a difference in this woman’s life.

Incidentally, I spoke with a client who was a senior member of one of Canada’s largest grocery chains and had worked with the Dove team. She said, “They were really a special group of people, from the president to the sales reps. They stood apart from their competition.”

An advertisement from the Dove campaign for real beauty

When companies put together a group of people that are passionate and talented, you end up with a product or service that is truly unique.”

Alison spoke of the amazing group of people she works with. You may be thinking, “What else would she say?”

However, I could tell she believed in it. People often perceive that it is easier to make a difference with a not-for-profit or a small company. While I would agree that it is more likely, there are many examples of for-profit enterprises that are doing great things in this world.

“I feel like I have the best job in the world,” Alison said. Is that something that you could say about your situation? Career Joy is in the same business as Dove; we just use different tools to help people reach their full potential.

Along the road with you,
Alan