If one day there’s going to be an “aha!” moment on how make
consumer behavior more sustainable, there’s a good chance it
will happen at Unilever. When it comes to changing consumer
behavior, Unilever pushes the envelope more than any other
company today. It shouldn’t be too surprising considering the
company’s target is to halve its carbon footprint by 2020, and
the fact that 68 percent of it comes from consumer use of
Unilever’s products. Still it’s interesting to see the creative
efforts Unilever makes in this field, from conducting a first of
its kind shower study to partnering with Carrotmob to asking
people to save water by showerpooling. This latest effort comes
from Unilever UK & Ireland, which is launching a consumer-
centric project, titled the Sustain Ability Challenge. Developed
in partnership with consultant firm The Futures Company, the
project enlisted 12 UK families “to test practical ways to adapt
their daily routines in order to reduce their impact on the
environment and cut household bills.”