Changing Behaviour, Conserving Nature: Understand the Basics

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Using behavior change to reduce demand for endangered species products. Presentation by Trihn Nguyen from Traffic about a successful campaign aimed at changing knowledge and attitudes of consumers of wildlife products.
Presentation - Changing Behaviour, Conserving Nature: Understand the Basics

Successful change comes from a real understanding of people, their habits and their motivations. As one of the world’s leading consumer goods companies, whose products are used by two billion people every day, Unilever is constantly researching the attitudes and needs of people all around the world. We have a long history of both sustainability and the use of marketing and market research to promote behaviour change. And for the first time we are publishing our own model for effective behaviour change. We call this approach the Five Levers for Change.

It offers a practical tool, based on what we have learnt over decades of research and observation. We hope others will also use it in tackling the big sustainability challenges we all face.