Unilever asks marketers and agencies to take DNA tests
Unilever has asked 63 marketers, including agency staff, to take DNA tests in an effort to challenge the way they think about diversity (Marketing Week).
Key points
- “The goal was to ‘unstereotype’ my marketers’ minds to make them more creative, do their job better and unleash the potential of our brand,” EVP of global marketing, Aline Santos
- Marketers also given classes by psychologists on how to avoid stereotyping
- Following classes, psychologists recorded 35% reduction in tendency to stereotype customers based on data inferences
- “Every time you unstereotype and every time that you change the norm in a positive and progressive way, you get better results,” – Santos
- Unilever says ‘progressive’ ads boost purchase intent by 28%
- Unilever is collaborating with other brands on diversity
- Santos believes mainstream advertising will be free of stereotypes within five years
A fitting metaphor for the approach Unilever is taking internally, embedding diversity within its cultural DNA. Santos is also head of diversity and inclusion – a role that didn’t exist anywhere a few years ago. The company now has 49% of women in managerial roles, has created a ‘de-bias’ algorithm to run the rule over CVs in its HR operation and in CEO Alan Jope has a strong LGBTQ+ advocate.
All of which makes Unilever more representative of the world in which we live. As Santos says, it also makes business sense, significantly boosting purchase intent. The sales figures back that up – and are accelerating. Unilever said earlier this month that its sustainable brands – those that communicate a strong environmental or societal purpose - grew 69% faster than the rest of the business, compared to 46% in 2017, and are delivering 75% of the company's growth. Unequivocal proof that purpose makes profit.
