Manan Gupta, GM – Beauty and Wellbeing, Unilever – Middle East, Turkey, Pakistan and BangladeshPicture this: you’re in a retail store, standing in front of a shelf stacked with products. To your left, a beauty product promises natural, organic and/or sustainably sourced ingredients, recyclable packaging, and contributing to a better future. Just a few steps down the aisle, a conventional alternative tempts you with a discounted product. In that moment, the decision isn’t just about environmental ideals – it’s a balancing act between good intentions and the practicalities of everyday life.
For many consumers, especially in a region where the majority of everyday essentials are still bought in-store, this moment is critical. This raises an important question: are we overlooking one of the most powerful levers for driving real change?
The aisle as an untapped platform for persuas
