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Unilever Launches Study Of Sustainable Living In Real Life

November 1, 2012: 12:00 AM EST
Unilever launched the "Sustain Ability Challenge," a study aimed at understanding consumer attitudes toward sustainable living. After recruiting 12 families in the United Kingdom as participants, the study will involve a series of monthly challenges designed to help them reduce their monthly food expenditure by 15 percent and their household wastes by 25 percent, the company claims. Seeking to highlight the drivers and barriers to changing consumer behavior toward sustainable choices, the study will also help Unilever design better behavior-change marketing strategies.
Rosie Baker, "Unilever 'social experiment' to shape marketing", Marketing Week, November 01, 2012, © Centaur Media plc
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