Water Strategy: A 10 year partnership to build the water strategy for Unilever

Purpose

CHALLENGE

Unilever wanted to reduce its own water footprint and also help consumers reduce their own. Over 10 years, we worked with Unilever on multiple dimensions of their water strategy to drive sustained action.

APPROACH

Beliefs and behaviours around water are deeply embedded in culture. Our approach tapped into this across projects:

  • Building a culturally informed POV on water for Leadership teams across various milestone moments
  • Developing an innovation pipeline for water saving products to enable consumers to maximise product benefits with minimal water use
  • Helping land technical water-saving innovations with consumer-friendly benefits and messaging

IMPACT

Framed, reframed and expanded the Water Strategy over a period of time, expanding the frame from water scarcity to water security and driving action by leadership, innovation teams and individual brand teams.

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