Mouse in a box: Researchers as sources of change - doing our bit in search for snowflakes

This paper describes research for Unilever in Turkey that explored consumer attitudes to sustainability and identified ways to embed sustainability into everyday behaviour.

Mouse in a box: Researchers as sources of change - doing our bit in search for snowflakes

Selin Cetinelli and Basak OrucUnilever

Introduction: a professor and a mouse

One day, a professor decides to take a box and a mouse to one of his final lectures, before he retires. He announces that they will conclude their very last lecture with an experiment, and takes out a box and a mouse in its cage. During the lecture, he puts the little mouse in the box and comes back the next day. With a class full of 300 students,...

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