Unilever: The future of hygiene – disrupting the conventional client-agency paradigm to create expansive futures

Unilever, a consumer goods company, and Quantum, a design strategy company, launched a global campaign to examine the evolving definition of hygiene and identify actionable opportunity spaces (OS) for the brand to rethink the positioning of its hygiene products.

Summary

In 2020, Unilever and Quantum put together a collaborative team to explore the future of hygiene in a post-Covid world. The project was innovative on multiple fronts: the nature of the collaboration as well as the methodologies deployed to explore future scenarios.

The COVID-19 crisis has completely disrupted old definitions of hygiene: from a personal activity behind closed doors to something that has suddenly become public and social. Within this context, the ambition of this project was to examine the evolving definition of hygiene with all its meanings and roles and then identify actionable opportunity spaces for Unilever to...

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