snowballs & flywheels case- unilever europe's internal engagement tool for sustainable...
TRANSCRIPT
Snowballs & Flywheel case:Unilever Europe’s internal engagement toolfor sustainable growthResults 2014
Increase internal engagement in Unilever Sustainable Living Plan (USLP) of employees across 15 sites in Europe
Objectives
• Change knowledge, attitudes, behaviours• Offer action perspectives and to make it tangible• Start the dialogue -> cultural change. From broadcasting to
interaction. • Get input from colleagues, get to know more about needs
and wants and daily issues at the work floor
• Online platform with 6 challenges over 6 USLP themes, (each country site chose from basket of 12 templates and tailored to local needs)
• Co-create content with internal experts and management and plan follow-through
• Colleagues earn points, battle with other teams• Interaction within and between teams, countries, and
different function groups
How?
6 weekly challenges
Personal tree grows after completing challenge
Sharing ideas and comments
Progress on collective target
Ranking teams
… weekly team and individual winners
The platform
…and team members
… were linked to existing facilities & schemes for greener mobility & indicated
their needs and barriers
… made their personal behaviour change plan to save energy at home
… started a collective brainstorm on a relevant packaging dilemma which is fed into R&D
community in their platform
Colleagues analyzed with help of Unilever’s behaviour change method how they can
help consumers choosing sustainable products
Example actions
Exceptional participation level and appreciation
• 6,000 colleagues invited > 4,500 joined (75%) • in 450 teams• and took part in (on average) 5 of 6 challenges • 22,000 actions• 16,000 votes & 10,000 shared ideas• 55,000 website visits & 820,000 page views
Why did you participate?
1. Relevant, content appealed to me93%2. Fun to do 92%3. Easy to do 88%4. I wanted a high score for my team 88%
Tangible impact and value
My department held a weekly meeting to discuss the challenges and how we could contribute/change our behaviour.
I now talk about our sustainable growth strategy with customers.
We redesigned the approach of our new sales material project.
I‘ve never seen an initiative within Unilever, that triggered such a high level of active
participation. Super initiative!
We started an energy saving project with a two-years payback period.
Gave me lots of new product ideas.
This really linked us as a team.
Sustainability has become a permanent item on our team meeting agenda.
Gave us a window of opportunity in our team to finally take more sustainable steps.
after: ..%
before: ..%
‘I believe that we are a different kind of business – one that is a force for good.’
+11%
after: ..%
before: ..%
‘I know what to do in my daily job in order to contribute to our strategy.’
+18%
Netherlands2013 (before first trial) – 2014 (after second trial):
‘structurally’
Europe (before - after in 2014):
‘structurally’
To what extent does sustainability play a role in the products and services that you provide?
+6% +18%
Perceived effects on knowledge, attitude & behaviour
• It has given me extra knowledge about sustainabilitywithin Unilever. 92%
• These challenges made me think differentlyabout our strategy. 66%
• I have changed one or more behaviours at home/at work. 66/62%
Effect on cultural change & external reputationI spoke about USLP in Action…:
• ...with colleagues 82%
• ...with family members & friends 53%
• ...with business partners / customers 32%
Effect on employee engagement
● It gave me the opportunity to contribute ideas on relevant issues 81%
● It had a positive effect on the atmosphere in our team/department 69%
● I feel well informed about sustainability in my organisation, average increase of* +32%
*average increase of 5 other cases, not measured in this case
‘To achieve a mindset change towards sustainability among my colleagues is one of my personal challenges.
We have a very ambitious Unilever Sustainable Living Plan (USLP), a visionary CEO, but that doesn’t mean all employees understand overnight what that
means for the business and for them personally, in their daily jobs as well as in their private lives.
‘USLP in Action’, has helped me above expectation in getting sustainability to touch down, to engage people, to share their ideas, to give them action
perspectives to get in gear themselves. From broadcasting to interaction.
The most important result for me, however, is the feedback I got from individual colleagues that USLP in Action helped them to make sustainability
business relevant.'
Anniek Mauser, Director Sustainability
more info?
www.snowfly.nl
or call egon de bruin: +31 206100072
Making change fun, fast and easy