Authentic Engagement in Modern Marketing

This chapter explores Unilever's dedication to engaging with cultural trends and consumer emotions, particularly through initiatives like Dove's campaign encouraging women to share unedited photos. It highlights the shift from traditional marketing to a many-to-many approach, focusing on community-driven content and partnerships with creators. The transformative impact of AI on marketing strategies is also examined, showcasing how real-time insights and personalized content can enhance brand engagement and relevance.