Unilever will develop social networks to help get consumers involved in its product-development process. The move is part of an advertising trend in which companies establish invitation-only online communities to delve deeper into consumer opinion. "If you look at what's happening online, not just on the social networks, the consumer has a voice as never before and brands need to listen more. Even if a brand doesn't want to engage with consumers on that level, it will be forced to," said David Cousino, Unilever's consumer marketing insights global category director.
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