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Impact Makers

Impact Makers

Auteur(s): Andrew Wardlaw Caitlin McLean Alex Berteanu
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 Impact Makers is the podcast for marketers, innovators and curious minds who think way too much about products — the good ones, the bad ones, and what makes them stick. From beverages to beauty, food to fragrance, and much more, join hosts Andrew Wardlaw and Caitlin McLean as we get into the trends, ideas and cultural signals shaping the future of consumer brands. Expect sharp conversations with the people making it all happen, and insights you won’t hear anywhere else.2025 Impact Makers Gestion et leadership Marketing Marketing et ventes Politique Réussite personnelle Économie
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  • The Dirt Disruptors

    The Dirt Disruptors
    Jan 22 2026
    Episode 15 – The Dirt Disruptors

    Once purely functional, the cleaning aisle is being completely reimagined. In Episode 15 of Impact Makers, Andrew Wardlaw and Caitlin McLean explore how a new generation of “dirt disruptors” are turning home care into something emotional, intentional, and even therapeutic.

    From refillable systems and planet-friendly formulas to fragrances you actually want in your home, cleaning is no longer just a chore to rush through. It’s becoming a ritual people choose to engage with — a way to restore calm, control, and wellbeing in an increasingly chaotic world.

    In this episode, Andrew and Caitlin unpack how cleaning has evolved from background necessity to cultural signal, driven by social media, sensory design, and a shift in how we define self-care.

    What we cover in this episode:

    ● Cleaning as culture, not just function
    Why cleaning has become content, therapy, and identity — and what restock videos, ASMR cleaning, and Sunday reset culture really signal about modern life.

    ● The emotional role of cleaning
    How control, calm, and emotional regulation are now central to why people clean — and why mood states matter more than germ kill rates.

    ● Semiotics of clean with Megan Bourner-Powell (Huxly)
    How the category has moved on from bleach, citrus, and “domestic goddess” tropes to something more human, grounded, and emotionally intelligent.

    ● Sensory testing: Kinfill vs SMOL vs GreenCo
    MMR sensory expert Matthew Barrett puts three disruptors to the test, decoding how sound, scent, texture, and design change the cleaning experience — and why Kinfill currently sets the benchmark.

    ● The Z-Factor: cleaning on TikTok
    Why Gen Z turned cleaning into aspiration, how creators replaced brands as trusted voices, and why “clean” is now shorthand for mental clarity.

    ● How Unilever is responding
    Amara Isafo shares how Unilever Home Care is using creators, cultural insight, and the SASE framework (Science, Aesthetics, Sensorials, Endorsement) to make cleaning feel relevant, human, and exciting again.

    ● The future of clean ✨
    Why clean is no longer an outcome, but a state of being — and how emotion, ritual, and sensory design will matter more as AI and automation take care of performance basics.

    Key takeaway:

    The brands winning in home care aren’t promising “effortless cleaning.”
    They’re rewarding effort — with calm, dignity, and emotional payoff.

    Useful links & mentions:

    Kinfill
    SMOL
    GreenCo
    Unilever Home Care
    Huxly
    MMR Research

    Follow Impact Makers:

    📸 Instagram: https://www.instagram.com/impactmakerspod
    💼 LinkedIn: https://www.linkedin.com/company/impactmakerspod
    🌐 Website: https://info.mmr-research.com/impact-makers-podcast

    Follow us on Instagram @impactmakerspod
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    38 min
  • The Best Bits

    The Best Bits
    Dec 4 2025
    We’re wrapping up the defining moments of 2025 and unboxing the early signals of a far more promising 2026. From GLP-1 disruption and the great UPF showdown to sensory maximalism, AI-powered shopping takeovers, and Gen Z’s evolving value equation, this episode considers where we are, and most importantly, where we go next. We’re joined by Charles Banks (TheFoodPeople) for an unmissable trend-fest, and Christine Barnagaud (MMR) for everything gingerbread. Expect bold predictions, product provocations, sensory surprises… and the official Impact Makers ‘Word of the Year’. Follow us on Instagram @impactmakerspod
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    1 h et 1 min
  • Breaking the Sound Barrier

    Breaking the Sound Barrier
    Oct 29 2025
    Can you guess the brand with your eyes shut? It’s a tough ask, but what if product sounds were designed as intentionally as their visuals? In this special sonic edition of Impact Makers, Andrew and Caitlin explore the hidden power of sound to elevate product experiences. Featuring insights from Dr. Natalie Hyacinth, who’s composed a piece of music to enhance our experience of chocolate, plus revelations from MMR’s sensory science team and playful soundbites from our TikTok correspondent, this episode uncovers how sonic cues can shape emotion, build trust, and create brand distinction in a world where visuals alone are no longer enough. Don’t leave your brand on mute. Follow us on Instagram @impactmakerspod
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    1 h et 3 min
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