When it comes to going green, people are more likely to take up planet-friendly habits such as using less plastic and wasting less food if they saw it on social media, according to a new report from Unilever. And with younger consumers being more focused on sustainability, social platforms could be a way for brands to authentically connect with them.
Unilever partnered with the Behavioural Insights Team (BIT), a U.K.-based global social purpose organization that studies and applies behavioral science insights to inform policy. BIT built a simulated social media platform that showed study participants different styles of sustainability content and then measured their behavior changes. Unilever's Dove and Hellmann’s brands commissioned creators to make the video content, including vegan food creators Max La Manna and Brooklynn Palmer, eco-friendly lifestyle creator Kathryn Kellogg, food creator Andy Hay and sustainable living and travel creator Delilah Harvey.