Hardhats on! How Unilever used semiotics to un-stereotype its communications

Jo Bowman

Moving away from outdated stereotypes at Unilever came with inherent risk – that the company might just create a new set of stereotypes.

The growing importance of diversity and inclusivity to consumers and brands is unarguable. What’s less clear is how brands can achieve it in their communications without it feeling like they’re paying lip service to the issue.

At the MRS Semiotics & Cultural Insight Conference (February 2022), Unilever’s Laurie Sommer, Global Brand Engagement Senior Manager CMI, explained the company was committed to eradicating all harmful stereotypes from its advertising and other branded content, but was mindful of the need not to cause harm in the process.

“Tokenism is so transparent to consumers,” she said. “When it is not properly thought through,...

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