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THE CHALLENGE OF CHANGING
CONSUMER BEHAVIOUR FROM THE
PERSPECTIVE OF A MAINSTREAM FMCG
ANNIEK MAUSER DIRECTOR SUSTAINABILITY UNILEVER BENELUX OCTOBER 2013
Unilever is a global company UNILEVER IS A GLOBAL COMPANY
• 171,000 employees
• Operations in 100 countries
• Sales in over 190 countries
• Over half our sales in developing & emerging countries
Our brands are used 2 billion times
a day in over 190 countries OUR BRANDS ARE USED 2 BILLION TIMES A DAY IN OVER 190 COUNTRIES
OUR FOUNDERS WERE BUSINESSMEN WITH A SOCIAL CONSCIENCE
THE WORLD STILL FACES HUGE CHALLENGES
We’ve only one planet, not three WE ONLY HAVE ONE PLANET, NOT THREE
Increase social impacts and reduce environmental impacts
CHALLENGE FOR BUSINESS
3 KEY FEATURES
All brands All countries
Life cycle impacts
Not only
environmental impact reduction
THREE BIG GOALS BY 2020
MAKING GOOD PROGRESS IN 3 AREAS
FACING CHALLENGES IN 3 AREAS
HELPING CONSUMERS USE LESS WATER & ENERGY
SCALING UP HEALTH & HYGIENE
PROGRAMMES
REDUCING ENVIRONMENTAL IMPACTS ACROSS THE VALUE CHAIN
CHANGING CONSUMER BEHAVIOUR
Our concentrated and compacted laundry detergents have cut the GHG of 4.7 billion
washes by up to half
Dry shampoos reduce GHG by 90% compared to washing
hair with heated water
SUSTAINABLE INNOVATIONS NOT SUFFICIENT
OPSCHALEN VOEDINGS- EN GEZONDHEIDS-
INITIATIEVEN
CONSUMENTEN-GEDRAGSVERANDERING
MILIEU-IMPACT-REDUCTIE IN DE KETEN
PRODUCT INNOVATION NOT SUFFICIENT
Need for real behaviour change
To support consumers
Choice for more sustainable product
UNILEVERS 5 LEVERS FOR CHANGE
FILM 5 LEVERS FOR CHANGE
WATERSPAARDERS
OBJECTIVE WATERSPAARDERS
Everyone in NL to shower 3 min. shorter: average 5 instead of 8 min.
IF EVERYBODY IN NL WOULD SHOWER 3 MIN. SHORTER PER DAY:
HOW DO WE MANAGE TO GET PEOPLE TO SHOWER SHORTER
emotional
rationael
social
Choices based on emotions
Taking into account what others think and do
Think first and then make a choice
CHILDREN: CALL TO ACTION TO THEIR PARENTS VIA DESIGNING THEIR OWN LABEL
• Focus on social brain
• Children as ‘change agent’
• Intervention at ‘place delict’
CO-CREATION WITH CHILDREN AND TEACHERS
Missing Chapter Foundation natural 3rd partner.
Vitens and Eneco also
joined
ORGANISATIONS PROVIDE CHILDREN - VIA ONLINE PLATFORM AND SCHOOL PROGR. - THE TOOLS TO START THE DIALOGUE AT HOME
ONLINE PLATFORM
QUESTIONS?