The Unstereotype Experiment

Unilever

Most organisations tackle unconscious bias through awareness workshops, compliance training and diversity policies.

Although these initiatives are well intentioned, they rely on self-reflection and discussion-based learning without measuring actual change in behaviour. This makes it impossible to gauge whether the training is successful. As a result;

Bias training often raises awareness but does not sustainably change behaviour
Organisations struggle to gauge whether stereotyping has actually decreased
Creative decisions continue to be shaped by unconscious biases

We partnered with Unilever to design the “Unstereotype Experiment” using behavioural science and psychology. We developed an intervention that actively disrupts the way people typically think, causing them to think differently about identity, diversity and inclusion.

First, we studied the psychological causes of stereotyping and unconscious bias. We then designed a 2-stage personalised intervention to help employees recognise and rethink their assumptions about themselves and others.

Stage 1

Participants explored their ancestry and genetic backgrounds through DNA testing.

Many were surprised by how diverse and complex their own backgrounds were. This encouraged them to rethink fixed ideas about identity and difference.

Stage 2

Employees attended a workshop where they learnt how stereotypes are formed in the brain, how unconscious biases can influence creative decisions and how stereotypical thinking can be unlearned.

The intervention combined scientific education, behavioural exercises, and applied creative reflection.

The programme involved more than 60 Unilever marketing professionals and advertising agency partners in London, New York, and Rotterdam

Researchers measured the participants before and after the intervention to assess changes in stereotypical thinking, creative performance and inclusive thinking. We found that the intervention produced measurable improvements after just one day:

Unconscious stereotyping decreased by 35%
Creative thinking and originality increased by 27%
Teams showed stronger inclusive and empathetic thinking during creative development

The results showed that helping people better understand the complexity of identity and their own unconscious assumptions can improve both behaviour and creativity.

The project demonstrated a new, science-based way to reduce unconscious bias in creative industries.

Instead of relying only on awareness training, Unilever used measurable behavioural science methods to create real change. This gave the company:

A scientifically tested method for reducing stereotyping
Evidence that targeted interventions can quickly change behaviour
More inclusive thinking across marketing and creative teams
Greater confidence in creating advertising that reflects diverse audiences
A scalable framework for combining behavioural science with inclusion initiatives

The success of the Unstereotype Experiment helped position Unilever as a leader in evidence-based inclusive marketing and showed how collaboration between science and industry can create measurable cultural and creative change.

Media Coverage

01.

AdAge

Why Unilever thinks a DNA test can help marketers banish stereotypes from ads

01.

MediaPost

Unilever Analyzes Marketers' Physiological DNA To Uncover Unconscious Bias

01.

CNBC

Advertising in China, India and Indonesia is ‘lazy’ and promotes stereotypes — Unilever wants to do something about it

01.

DigiDay

‘We’ll distance ourselves from agencies that don’t challenge stereotypes’: Unilever’s marketing chief on diversity issues