Unilever has released the behavioral change model that its marketers will use to encourage modifications in consumers' lives.
The company published the five-point model, developed through consumer behavior research, in hopes that others will use it to inspire people to convert their concerns about sustainability into positive action.
Unilever's "five levers for change" are:
1. Make it understood. Sometimes people don't know about a behavior and why they should do it. This 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 establishes convenience and confidence.
3. Make it desirable. The behavior needs to fit with how people like to think of themselves, and how they like others to think of them. This is about self and society.
4. Make it rewarding. New behaviors need to articulate the tangible benefits that people care about. This 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 behavior in place over time. This is about reinforcing and reminding.