To measure our progress, we partnered with 60 Decibels, an independent research organization, to hear directly from our frontline sales force - the people who represent our brands every day, and whose livelihoods form the backbone of our business. By focusing on this group, we can better understand how Living Wage translates into both personal wellbeing and business impact.
What we learned
The findings reinforced some key concepts for us:
- 77% of sales force members reported an improved ability to manage household expenses and essentials.
- 70% said their overall quality of life improved, allowing them to live with greater dignity and confidence.
- Two in three reported better access to children’s education, enabling them to invest in the future of the next generation.
- 83% highlighted improved access to healthcare, reducing financial stress around medical needs.
- Most strikingly, 9 out of 10 shared that their job motivation and satisfaction increased, underscoring how Living Wage directly contributes to stronger engagement and performance.
In addition to the workers feeling more motivated, paying a Living Wage increased outlet productivity by 6% within the first six months and by further 4% in the following six months. Assortment score, which is a key measure of sales workforce productivity, increased by 9% in the same period.
Why it matters
The ripple effect of a living wage goes far beyond individual households. By increasing the purchasing power of low-income workers - who make up a significant share of the workforce - a living wage fuels spending on essential goods and services. This creates demand for local businesses, especially in retail, food, and housing, setting off a multiplier effect across the economy.
At the national level, fair pay can ease reliance on government subsidies for food and fuel, freeing up resources for vital investments in education, healthcare, and infrastructure. Within industries, better pay means higher productivity, lower turnover, and stronger retention of skilled workers who might otherwise look abroad for opportunities.
In short, a living wage doesn’t just transform lives - it strengthens businesses, communities, and the economy as a whole.
Looking ahead
We are committed to extending the living wage standard across our wider ecosystem of partners and suppliers in Pakistan. We are working with partners representing a significant share of our spend to sign the Unilever Living Wage Promise, or to make their own equivalent commitment. By doing so, we aim to create a ripple effect that reaches far beyond Unilever.
For more insights on the impact of Living Wage, read the full report here (PDF 5 MB).