Brands have increasingly felt the need to collect first-party data the past few years, especially since Google announced the end of third party cookies from its browsers by 2022. The latest trends in the FMCG industry show that people prefer to buy from brands they trust, with their data, share common values with, and feel connected with on an emotional level.

In order to engage consumers and collect genuine opt-ins, Unilever’s primary Baby Care brand, Zwitsal, launched an emotionally touching campaign during the lockdown in 2020. Targeted to parents, and acknowledging the “We understand how it feels”.