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Unilever recently published findings from a U.K. shower study that monitored actual shower behavior versus what consumers say they do in the shower. The study showed the average Briton spends eight minutes in the shower, costs the average U.K. family £416 a year, and that power showers use nearly twice as much energy and water as an ordinary bath.
Following this study, Unilever also released new marketing behavior change principles—Five Levers for Change—that the company aims to help inspire more sustainable living. Based on company research and insights into consumer behavior, the tool uses a set of key principles that increase the likelihood of having an effective and lasting impact.
The key principles, the Five Levers for Change, are:
“We have been working hard to distill those critical areas of behavior change insight that we all need to use to engage consumers,” said Unilever CEO Paul Polman. “We are publishing our approach because we think that there are wider benefits from sharing our work with others.”