How Dove is ‘getting on the front line’

With the world going through a period of extraordinary turbulence, Dove embodies Unilever’s approach to coping with the scale and speed of the change taking place – for its brands to “Get on the front line”.

We’re always living in an “era of change”, but some eras are rather more dramatic than others. Right now we’re in a spectacular iteration of the latter option – pandemic, war, economic uncertainty, climate change, generative AI – which means that turbulence is going to be the norm for the next few years. And that is inevitably going to affect how marketers go about building brands.

“Customers are changing, shopping is changing, technology is changing, businesses are changing,” Unilever’s outgoing chief digital and commercial officer told the Cannes Lions International Festival of Creativity.

What marketers need to do is to...

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