Why Unilever believes “consumers are dead”

This event report discusses why Unilever, the FMCG giant, believes the idea of the "consumer" is flawed.

Why Unilever believes "consumers are dead"

Andrea Sophocleous

"Consumers were a bad idea to start with. Consumers are dead," Marc Mathieu, Unilever's worldwide senior vice president/marketing, told delegates at the World Federation of Advertisers' (WFA) Global Marketer Conference, held in Sydney in March 2014.

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