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...

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