At the center of the company is the Unilever Sustainable Living Plan (USLP). Introduced in 2010 by the then recently joined CEO Paul Polman, its stated aim was to double the size of the business whilst halving its environmental footprint by 2020. Later, the phrase "increase positive social impact" was added, which Weed says was always implied in the word "environmental" but needed to be made more explicit. "Halving" has evolved into "reducing" but not at the expense of stringent targets.