Co-creating leading consumer experiences at Unilever

Unilever's co-creation journey is deeply rooted in its history of innovation. Since its founding in the 19th century, the company has been committed to developing products that enhance the well-being of people and the planet. Unilever's brand portfolio includes familiar names such as Dove, Knorr, and Ben & Jerry's, and these brands have become synonymous with quality, sustainability, and consumer satisfaction. And co-creation has been one of their not-so-secret sauces behind these successes.

 

It starts with a consumer-centric approach

Unilever's dedication to co-creation is an expression of its commitment to being consumer-centric. By actively involving consumers in the product development process, the company gains valuable insights into their preferences, needs, and expectations. This approach ensures that Unilever's products are tailored to what consumers truly desire.

 

Measurable benefits

Unilever's co-creation efforts have led to a myriad of benefits, both for the company and its consumers. Some key advantages include:

• Enhanced innovation: Co-creation provides fresh perspectives and ideas, leading to innovative products and solutions
• Improved customer satisfaction: Products designed with consumer input tend to resonate better with the target audience
• Sustainable practices: Collaboration with external partners helps Unilever advance its sustainability goals
• Stronger brand loyalty: Consumers appreciate brands that listen to their feedback and act on it

 

Examples of co-creation at Unilever

• Ben and Jerry's: Amazed by how many unique flavours Ben and Jerry's have? That's because Ben and Jerry's frequently sources for ideas through doing contests and feedback with their current customers and also non-customers. They then invite them to taste and test the new flavours before they make their way to store shelves.
• Dove: As one of the first leading brands to challenge traditional beauty standards, Dove regularly collaborates with customers on their marketing messaging, in order to promote self-confidence and body positivity through their Real Beauty Campaing. Co-creation doesn't have to be limited to product creation but also to marketing.
• Sourcing: Because Unilever products are made possible only by using ingredients and materials from various sources and suppliers, co-creation is necessary for them to create sustainable products. They partner with suppliers and non-government organizations (NGOs) to co-create sustainable supply chains and sourcing.

 

The success of Unilever's co-creation approach has set a precedent for the industry. As technology advances and consumer expectations evolve, co-creation is likely to become even more integral to Unilever's strategy. They will continue to use digital platforms, social media, and direct engagement to connect with consumers and gather valuable insights.

Unilever's co-creation journey demonstrates the power of collaboration in consumer goods. By actively involving consumers and external partners in the product development process, the company not only enhances innovation but also ensures its products align with consumer values and sustainability goals. As Unilever continues to evolve in this rapidly changing world, co-creation remains a fundamental pillar of their success.

In conclusion, Unilever's co-creation strategy is a testament to the company's commitment to putting consumers at the center of its business. By doing so, they have managed to stay at the forefront of the consumer goods industry, delivering products that are not only innovative but also aligned with the values and expectations of their customers. Co-creation is not just a buzzword for Unilever; it's a guiding principle that shapes the future of consumer goods.