Rationale 
We want to create the shift that makes your colleagues see the consumer as real people. That way, we can make them feel the impact of what they do on real lives. It starts with dismantling both the terminology and the anonymity. Shortening the distance between ‘them’ and ‘you’. ‘Not a stranger’ will help colleagues see consumers as their friend, their mother, their child.
What is ‘the consumer’? Is it a simulation we run, or an algorithm we apply? Not at all. The consumer is people you know. People you care about. Friends, neighbours. Family. So, how can we make life better for the people we love? And, how we can we help them take care of their own health? Whatever our role in the company, these are the questions we must keep in the forefront of our minds.
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