Thanks to the Glocalities research program, Motivaction has a large database with consumer information including values, lifestyle, brand use and sustainability issues. In order to assist Unilever with its business challenge, Motivaction ‘connected’ consumers of seven Dutch Unilever brands to Unilever’s global sustainability goals.

This happened in two phases (see below).

Quantitative research to ‘connect’ the consumers of 7 Unilever brands to the Glocalities database in order to:

• Obtain deep knowledge and understanding of consumers of selected Dutch brands of Unilever regarding their attitude and drivers with respect to sustainability and USLP objectives.
• Connect the sustainability profile of the Unilever brand consumers to their values orientation, lifestyles, and appealing archetypes.
• Locate the sweet spot between the Unilever brands and the values orientation and sustainability profiles of the brand consumers.
• Formulate actionable recommendations (e.g. relevant NGOs to partner with, sustainability topic to focus on) for each Unilever brand.

The results from phase 1 were translated by Unilever marketeers into actionable brand propositions centered around sustainability, which were tested qualitatively in consumer focus groups by Motivaction.

Here, we:

• Explored which adcepts showed the best potential, evaluated which activation ideas altered the brand in consumer's minds and how they could be further optimized.
• Gained insights into the way these ideas could be used to differentiate Unilever brands from the competition.