Five levers for change to inspire sustainable living

Nov 2011 - Unilever has published a model of effective behaviour change called 5 levers for change.


Consumer behaviour change & Unilever's Five Levers for Change

Unilever’s Five Levers for Change is a coherent set of principles, which, if applied consistently to behaviour change interventions, will increase the likelihood of having a lasting impact. The Five Levers are: make it understood, make it easy, make it desirable, make it rewarding and make it a habit.

A huge part of our environmental impacts come from how people use our products; two thirds of the greenhouse gas impacts across the lifecycle and about half of our water footprint is associated with consumer use. So inspiring consumers to adopt new sustainable products and behaviours is fundamental to achieving the goals set out in the Unilever Sustainability Living Plan.

Expert insights

The publication also contains insights from leading experts around the world who contribute their thoughts on the subject, including:

  • Val Curtis, London School of Hygiene and Tropical Medicine
  • Helio Mattar, President, Akatu Institute for Conscious Consumption, Brazil
  • Cheryl Hicks and Michael Kuhndt, UNEP/Wuppertal Institute, CSCP, Germany
  • Dr Richard L Wright, Behavioural Science Director, Unilever
  • Jonathon Porritt , Founder Director, Forum for the Future
  • Charles Abraham, Peninsula College of Medicine & Dentistry, University of Exeter
  • Simon Zadek, Independent Advisor; Senior Visiting Fellow, Global Green Growth Institute