Agency: Bartle Bogle Hegarty
The move by Unilever comes as consumers demand more transparency about the provenance and the ethical credentials of the products they buy, and the companies they buy them from.
Paul Polman, Unilever's chief executive, said: "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.
"Inspiring consumers to adopt new sustainable products and behaviours is fundamental to achieving the goals set out in the 'Unilever Sustainability Living Plan'."
The five "levers" are a set of principles based on Unilever's previous research and insights into consumer behaviour, which the company hopes will "increase the likelihood of having an effective and lasting impact" through a series of "interventions" in consumer behaviour.
Polman said the company was publishing its approach to changing consumer living habits because it believed "there are wider benefits from sharing our work with others".
In an interview with the Forum for the Future charity this week, Polman said Unilever's Sustainable Living Plan was being incorporated into the "core" of the business.
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This article was first published on marketingmagazine.co.uk