Épisodes

  • 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
    Voir plus Voir moins
    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
    Voir plus Voir moins
    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
    Voir plus Voir moins
    1 h et 3 min
  • What Next for Alcohol?

    What Next for Alcohol?
    Sep 17 2025
    If alcohol wants to stay relevant, it must do more than taste good, it must bring people together. As global alcohol volumes decline, Andrew and Caitlin ask: what’s next? Featuring insights from Heineken, Westbound & Down Brewing, and Seedlip’s inventor Ben Branson, this episode explores how brands can reimagine alcohol’s role for a new generation. From premium beers and bar-quality cans to pioneering no & low innovations, discover how the industry can regain its relevance with more purposeful, social, and sensory experiences. Follow us on Instagram @impactmakerspod
    Voir plus Voir moins
    54 min
  • The Energy Boom

    The Energy Boom
    Jul 23 2025
    Energy is no longer just sugar and caffeine, it’s smarter, cleaner, and designed for modern lifestyles. In this episode, Andrew and Caitlin explore the cultural and commercial forces behind the energy boom, from gaming and wellness to mood-focused and protein-powered drinks. Featuring insights from WGSN, AB Nutrition, and Släcka, discover how new brands are redefining what it means to feel energized — physically, mentally, and socially. Follow us on Instagram @impactmakerspod
    Voir plus Voir moins
    1 h
  • Why Experiences Matter

    Why Experiences Matter
    Jun 4 2025
    When ads get skipped and attention’s short, your product better deliver. In this milestone 10th episode, Andrew and Caitlin unpack why experience is everything, from multisensory moments to TikTok-worthy textures. With insights from Mondelez, the Ehrenberg-Bass Institute, and MMR, discover how smart brands are designing for emotional impact, trial, and shareability. If your product doesn’t create a “whoa” moment, it might be forgotten. Follow us on Instagram @impactmakerspod
    Voir plus Voir moins
    1 h et 3 min
  • The Shape of Health to Come

    The Shape of Health to Come
    May 1 2025
    There’s plenty of GABA going on as the Impact Makers crew navigate ways ahead for the health and wellness market. We pour over exclusive new research into the people’s true health priorities, revealing just how important gut health really is. We dissect David Beckham’s latest health crusade. We talk modern soda with Coca-Cola, and about their brand new entrant Simply Pop! Plus, we have an extended interview with Leo Campbell, founder of Super Loaf – described by The Grocer magazine as the world’s first healthy ultra-processed food. It’s a conversation that challenges those that criticize the food and beverage industry – and well worth tuning in for! Follow us on Instagram @impactmakerspod
    Voir plus Voir moins
    1 h et 5 min
  • Fabulously Fragrant Futures

    Fabulously Fragrant Futures
    Mar 4 2025
    Fragrance is no longer just about smelling good - it’s about identity, well-being, and storytelling. Join Andrew and Caitlin as they explore the future of scent, from AI-powered fragrance design to TikTok’s latest perfume obsessions. Discover how scent is shaping our emotions, memories, and even laundry routines. With the latest thinking from L'Oréal, OSMO, Mane and multi award-winning fragrance expert Thomas Dunckley. Follow us on Instagram @impactmakerspod
    Voir plus Voir moins
    57 min