Francis Anderson

So what is driving consumer-generated media/CGM? In two words, “product experience.” 55%) of consumers said they posted because they had used and liked a product; 28% because they didn’t.

Unilever will start buying palm oil from certified sustainable sources this year and aims to have all its palm oil certified by 2015. The announcement follows protests across Europe by Greenpeace.

Web 2.0 is paving the way for integrating direct and brand marketing, enabling real-time dialog with customers and the joint creation of content that improves brand awareness, perception and sales.