Campaign India Team
Nov 24, 2011

Unilever publishes its marketing behaviour change principles

The book is titled, ‘Inspiring Sustainable Living’

Unilever publishes its marketing behaviour change principles

Unilever has published the behaviour change model its marketers use to encourage changes in consumer living habits. The book titled, ‘Inspiring Sustainable Living’ shares expert insights into consumer behaviour and Unilever’s “Five Levers for Change”. 

The tool, as explained in the book, is based on a set of key principles, which, if applied consistently to  behaviour change interventions, increases the likelihood of having an effective and lasting  impact. Unilever is sharing the model in the hope that others will find it helpful and use it  to inspire people to turn their concerns about sustainability into positive actions.

The model outlines five techniques to apply when looking to encourage new behaviours  based on five key insights. The “Five Levers for Change” are:

1. Make it understood. Sometimes people don’t know about a behaviour and why  they should do it. This Lever raises awareness and encourages acceptance. 

2. Make it easy. People are likely to take action if it’s easy, but not if it requires extra  effort. This Lever establishes convenience and confidence.

3: Make it desirable. The new behaviour needs to fit with how people like to think  of themselves, and how they like others to think of them. This Lever is about self and society.

4: Make it rewarding. New behaviours need to articulate the tangible benefits that people care about. This Lever demonstrates the proof and payoff.

5: Make it a habit. Once consumers have changed, it is important to create a strategy to help hold the behaviour in place over time. This Lever is about reinforcing and reminding.

On the book, Paul Polman, chief executive officer, Unilever said, “We have been working hard to distil those critical areas of behaviour change insight that we all need to use to engage consumers. We are publishing our approach because we think that there are wider benefits from sharing our work with others.”

“A huge part of our environmental impacts come from how people use our products; two thirds of the greenhouse gas impacts across the lifecycle and about half of our water footprint is associated with consumer use. So inspiring consumers to adopt new sustainable products and behaviours is fundamental to achieving the goals set out in the Unilever Sustainability Living Plan,” added Polman.

 To download the book, visit



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