Unilever drives various marketing processes across brands

Unilever Says The Advertising World Is At Risk Of “Culture Cancellation” And Is Doing Its Part To Avoid This By Expanding Its Commitment To Breaking Stereotypes From Ads By Reforming The Entire Development Process marketing.

Unilever-commissioned survey in Kantar reveals that nearly half of people from ‘marginalized communities’, including people with disabilities, black, Hispanic, Asian and LGBTQ + people, feel they have been stereotyped in some way. or another through advertisements. And overall, 71% of people think advertising stereotypes hurt the younger generation.

To address these issues, Unilever says it is broadening its five-year commitment to “non-stereotyping” its ads, by launching the “Act 2 Unstereotype” program. This includes provoking ‘inclusive thinking’ throughout the marketing process, from consumer knowledge to DNA and brand proposition, marketing mix development, creative development, behind-the-camera representations and on the screen.

The company is also committed to eradicating all digital alteration in photography, with a “100% ban on changing the body shape of models, the proportion of the size of the skin color.”

Unilever also said he would work with more diverse and under-represented groups in front and behind the camera.

Brands such as Dove have already made similar public commitments, but part of Act 2 provides that each Unilever brand will have an Unstereotype Charter outlining its commitments to equality, diversity and inclusion.

The launch of Act 2 Unstereotype is supported by influencers, activists and experts such as designer and disability activist Christina Mallon, head of inclusive design and accessibility at Wunderman Thompson; broadcaster and cultural commentator Sideman (aka David Whitely; and Jon Miller, founder of open for business, a coalition of companies promoting LGBTQ + inclusion, all of whom feature in a video created by Unilever to highlight the need for industry to act.

“If we are to see systemic change in society, we have to see systemic change in our industry,” said Aline Santos, brand director and director of diversity and inclusion at Unilever. “Act 2 Unstereotype helps brands create a generation without prejudice. “