Unilever publiceert zijn vijf marketingregels om tot duurzaam leven aan te zetten

Unilever publiceert zijn vijf marketingregels die duurzaam leven moeten inspireren. Het gaat om het gedragsveranderingsmodel Five Levers for Change dat Unilever's marketeers gebruiken. Het model is een instrument om blijvende gedragsverandering tot stand te brengen. Unilever deelt het in de hoop dat ook anderen het gaan gebruiken zodat ook zij positieve actie kunnenondernemen ten opzichte van duurzaamheid.
De Five Levers for Change zijn:
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.

Het model is hier te downloaden [pdf]