Unilever: Redefining femininity - How new consumer insights shifted progressive female identity from moral imperative to commercial imperative

This paper describes a global research project for Unilever, the FMCG manufacturer, which sought a holistic understanding of women beyond consumer and category behaviours, focusing on them as people with complex, evolving identities.

Redefining femininity: How new consumer insights shifted progressive female identity from moral imperative to commercial imperative

Unilever and Kantar Futures

What triggered Unilever to embark on this work?

From the unapologetic pro-feminist punk of Pussy Riot in Russia, to anti-rape demonstrations in India, and the Sandberg versus Slaughter debate on women 'having it all' in the US, across the globe, the debate was getting louder on women's rights, roles and identities.

But behind all the noise, it was clear that women were encountering gaps and conflicts between what they see, watch and hear globally and what they actually experience at...

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