Making Sustainable Living Commonplace – Embedding Social Impact into Brands

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In this presentation, Christine Cea, Senior Director of Marketing Communications for Unilever, outlines for the SB '13 audience how the company hopes to make sustainable living commonplace. Brands must stand for something more than just product features; Cea cited her company’s founder’s mission to make cleanliness commonplace with the introduction of domestic soap. She asserts the importance of smart messaging, but also authenticity, for reaching consumers and closing the gap between attitude and behaviors. Most importantly, brands must engage on an emotional level, to inspire customers to action.

Technology Business

Making Sustainable Living
Commonplace – Embedding
Social Impact into Brands
Christine Cea
Marketing Communications
Unilever

MAKING SUSTAINABLE
LIVING COMMONPLACE
EMBEDDING PURPOSE INTO BRANDS

• Text: Our challenge: Business and brands to be
the change that enables 9 billion to live
sustainably ,
• Image: planet from space at night?

• Manufacturing + Suppliers + Consumers
•
• 3 Images: Manufacturing & Transport 5%; Raw
materials 26%; Consumers & Disposal 69%

• Existing image of world from space and ‘Make
Sustainable Living Commonplace’ text

INTELLECTUAL
ARGUMENT
+
EMOTIONAL
ENGAGEMENT

ENGAGE ON AN EMOTIONAL LEVEL.
MOVE BEYOND MARKETING ATTRIBUTES
TO MARKETING WITH ACTION.
MULTIFACETED AND MULTI-SECTOR
TRANSFORMATIONAL PARTNERSHIPS ARE
NEEDED TO MAKE DRAMATIC PROGRESS
ON THE BIG ISSUES.

SEGMENT MESSAGING
TO REACH CONSUMERS AND
CLOSE THE GAP BETWEEN
ATTITUDES AND BEHAVIORS.
HAVE A CLEAR MESSAGE AND CLEAR ASK.
NEED TO USE LANGUAGE THAT
HELPS PEOPLE TRANSFORM BEHAVIORS –
SO THAT DOING SO FEELS
MANAGEABLE AND NOT DAUNTING.

PRICES WILL RISE IN THE LONG-TERM AND
THUS SUSTAINABLE BRANDS
WILL NEED TO TIE BENEFITS OR SERVICES
INTO THEIR PRODUCT.
PRICING INFLUENCES PEOPLE.
DEVELOP PRODUCTS THAT MAKE THE
SUSTAINABLE CHOICE EASY,
ACCESSIBLE AND AFFORDABLE.

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