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Unilevers Five Levers for Change

Unilevers Five Levers for Change

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Published by Keith Weed

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Published by: Keith Weed on Jan 24, 2012
Copyright:Attribution Non-commercial

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01/24/2012

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BEHAVIOUR CHANGE ANDSUSTAINABILITY
Creating a sustainable uture will requireundamental changes in attitude andbehaviour across society. Governmentsand industry will have to change but sotoo will individual citizens.We all know rom personal experienceo losing weight or getting t just howdicult change is.Successul change comes rom a realunderstanding o people, their habitsand their motivations. As one o theworld’s leading consumer goodscompanies, whose products are used bytwo billion people every day, Unilever isconstantly researching the attitudes andneeds o people all around the world.We have a long history o bothsustainability and the use o marketingand market research to promotebehaviour change. And or the rst timewe are publishing our own model oreective behaviour change. We call thisapproach the Five Levers or Change.It oers a practical tool, based onwhat we have learnt over decades oresearch and observation. We hopeothers will also use it in tackling the bigsustainability challenges we all ace.At Unilever, we’ve learnt how toencourage people to wash their handswith soap at the right times o the day,to do their laundry at low temperaturesand to brush their teeth twice a day. Indoing so, we have made measurableimprovements to the health, hygieneand quality o lie o millions o people.The Unilever Sustainable Living Plancommits us to ambitious targets overthe next decade. We intend to helpmore than a billion people take actionto improve their health; to halve theenvironmental ootprint o our products;and to source 100% o our agriculturalraw materials sustainably.
“SUCCESSfUL
CHANGECOmES
fROm
A
REAL
 
UNDERSTANDING
Of
pEOpLE
,
THEIR
 
HABITS
 
AND
 
THEIR
 
mOTIVATIONS.”
 
Behaviour Change and Sustainability
INSpIRING SUSTAINABLE LIVING
The issues are evolving rapidly. Wecertainly don’t have all the answers.The challenge o sustainable livingrequires us all to work together and bebold and ambitious in our hopes orthe uture. That’s why we have invitedleading experts rom around the worldto contribute their thoughts on thesubject. They provide some ascinatingperspectives and pose real challenges.We believe that business and brandshave a powerul role to play in creatingsustainable living. Brands are morethan simply products; they embodyvalues and aspirations. They can inspireand enable change. Look at what theWWF’s Panda has done to promoteour understanding o the importanceo nature, or what Dove has done tochallenge misguided stereotypeso beauty.It won’t be easy to make sustainableliving an everyday reality rather than apipedream. We hope that our practicalapproach, the Five Levers or Change,and the contributions in this publication,will inspire others to take action.
 
pAUL pOLmAN,
CHIEf EXECUTIVE OffICER,UNILEVER
“THE
 
CHALLENGE
 
Of
SUSTAINABLE
LIVING
 
REqUIRES
 
US
ALL
 TO wORk
TOGETHER
 
AND
BE
BOLD
AND
AmBITIOUS
IN
OUR
 
HOpES
 
fOR
 
THE
 
fUTURE.”

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