Impact Makers

Andrew Wardlaw, Caitlin McLean, Alex Berteanu
  • 5.0 (1)
  • MARKETING

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.

  1. The Best Bits

    12/04/2025

    The Best Bits

    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

    1h 1m
  2. Breaking the Sound Barrier

    10/29/2025

    Breaking the Sound Barrier

    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

    1h 3m
  3. What Next for Alcohol?

    09/17/2025

    What Next for Alcohol?

    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

    54 min
  4. The Energy Boom

    07/23/2025

    The Energy Boom

    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

    1 hr
  5. Why Experiences Matter

    06/04/2025

    Why Experiences Matter

    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

    1h 3m
  6. The Shape of Health to Come

    05/01/2025

    The Shape of Health to Come

    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

    1h 5m
  7. Fabulously Fragrant Futures

    03/04/2025

    Fabulously Fragrant Futures

    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

    57 min
  8. Adapting to Ozempic

    01/08/2025

    Adapting to Ozempic

    ‘The whole world is not yet ready for it!’ That’s how Nestle described the emergence of GLP-1 medications such as Ozempic. With these drugs set to disrupt the food and beverage choices of millions of consumers, we’ve assembled a panel of experts including Faris Zuraikat at Columbia University, Nicci Clark at RE:NOURISH and sensory and behavioral science specialists to work out what we need to get ready for. All this plus features on meal planning trends and TikTok anti-consumerism. Follow us on Instagram @impactmakerspod

    47 min
See All (14)

About

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.

Information

  • Creator
    Andrew Wardlaw, Caitlin McLean, Alex Berteanu
  • Years Active
    2024 - 2025
  • Episodes
    14
  • Rating
    Clean
  • Copyright
    © 2025 Impact Makers
  • Show Website
    Impact Makers

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