How behavioural insights and cardboard boxes are core pillars of Unilever’s shopper marketing

Unilever is flipping the way it monitors shoppers to focus on their behaviours whereas before those insights would’ve prioritised demographics and left it ill-prepared for how the “cardboard box is changing shopping”.
That’s not to say that demographics don’t matter, it’s just that the ubiquity of mobile could give advertisers a more complete view of faceless shoppers should they successfully unravel the data.
And there lies the rub; Unilever is all too aware