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?