Paul Polman, Unilever CEO, urged global companies and citizens alike to step up to that challenge of making sustainability part of the business model and part of life. He noted in his portion of a debate in London on mainstreaming sustainability that a commitment gap between what governments say and what they deliver on sustainability provides an opportunity for business, NGOs and society to step up to the challenge.

According to Unilever, in the debate that was watched live by more than two thousand people in over 50 countries on The Guardian website Polman said the current challenging economic situation as a “moment to get a different type of growth” by making sustainability “a part of the business model”.
Polman urged consumers to “join the movement” not “stay on the sidelines” because their “small actions can make a big difference.” Combining the efforts of businesses, governments, NGOs and consumers “to work differently together” would be the only way, he said, to help find solutions to the sustainability challenge.

The debate was prompted by recent studies from The Futures Company 2011 Global Monitor showing that while most people say they are concerned about sustainability issues and want to live sustainable lifestyles, there is a gap between good intentions and taking action.

Unilever used the occasion to publish ‘5 Levers for Change’, a set of principles and techniques its marketers use to inspire behavior change habits:

1. Make it understood. Sometimes people don’t know about a behavior and why they should do it. This Lever raises awareness and encourages acceptance.

2. Make it easy. People are likely to take action if it’s easy, but not if it requires extra effort. This Lever establishes convenience and confidence.

3. Make it desirable. The new behavior needs to fit with how people like to think of themselves, and how they like others to think of them. This Lever is about self and society.

4. Make it rewarding. New behaviors need to articulate the tangible benefits that people care about. This Lever demonstrates the proof and payoff.

5. Make it a habit. Once consumers have changed, it is important to create a strategy to help hold the behavior in place over time. This Lever is about reinforcing and reminding.