“Some consumers may still be making the transition to a more sustainable lifestyle,” said Soumya Donkada, head of e-commerce at Unilever.
“We know that consumers are at different stages of their sustainability journeys. Consumers today are vocal, and there are a lot of consumers today who make purchasing choices based on sustainable attributes or because they believe in the company,” Donkada said. “However, there are many consumers who still struggle to make the shift in their everyday routine.”
In order to help make it easier for consumers to make more-sustainable purchasing decisions, Unilever has recently launched a collection of concentrated hair products from TRESemmé and Dove exclusively in the Amazon store. Products like these, Donkada said, help remove the “hassle factor” for consumers trying to make more-sustainable buying decisions. With concentrated products, Donkada said, one pack can provide twice as many washes as a non-concentrated version.
“Concentration is a smart way to make sustainable living easier for consumers in their hair-care routine, but it also provides the additional thrill of an even richer lather and a speedy delivery of their sought-after benefits,” Donkada said. “The product is convenient and so is the way to buy it, as it’s only a click away on Amazon.”
The same Amazon Ads and Environics Research study showed that 72% of consumers are likely to carry out their own research for sustainable options. Among these consumers researching more-sustainable products, 33% indicated third-party certification was among their most reliable sources of information.
Unilever also offers a number of products on Amazon that are part of the Climate Pledge Friendly programme on Amazon. A label in Amazon’s store identifies products with at least one sustainability certification. Dove, Axe, Seventh Generation, Suave, Degree, TRESemmé and Vaseline are among Unilever’s brands that offer products that are Climate Pledge Friendly. Unilever also has a range of refillable products.
“We aim to integrate more sustainable options throughout our portfolio of brands, so that the work isn’t placed on consumers,” Donkada said. “They can continue to buy the brands they trust and the quality products they love, and we do the work of making sure the products are more sustainable, by integrating recycled content into packaging, ensuring that the packaging is recyclable and has clear labels for how to do that, and working to decarbonise our business operations.”
With this, Donkada said, Unilever hopes to lead a greater positive impact on the world.