Redefining femininity: How new consumer insights shifted progressive female identity from moral imperative to commercial imperative
What triggered Unilever to embark on this work?
From the unapologetic pro-feminist punk of Pussy...
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.
