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. When AI Takes the Basket

    6D AGO

    When AI Takes the Basket

    Follow Impact Makers for more episodes on product innovation, consumer behaviour, and the future of decision-making. In our first fully visualised episode, Impact Makers explores a future that is already taking shape. Two shifts are colliding. Millions are changing how they eat through GLP-1 medications that reduce cravings and reshape habits. At the same time, AI is learning to shop for us, selecting and ordering what ends up in our homes. Featuring behavioural science insight from Dr Paulina Lang and AI strategy expertise from Walter Pasquarelli, this episode examines what happens when hunger changes, habits reset, and decisions start happening without us. Backed by new consumer data and real-world signals, from rapid AI shopping adoption in China to shifting attitudes in Western markets, we ask a bigger question:If we stop choosing, who, or what, chooses for us? For brands, retailers, and product teams, this raises a clear challenge, how do you stay relevant when the consumer is no longer the only decision-maker? Impact Makers is the product-obsessed marketing podcast exploring the future of consumer behaviour, innovation, and product experience. CreditsHosts: Andrew Wardlaw, Caitlin McLeanExecutive Producer: Alex Berteanu Production Ideal Insight, Cody Leigh-Stannard, Henry Cooper, Nick Twigg Design and Presentation Aradhana Chand Research Toluna, VoxPopMe Publicity Camargue Social Media Palesa Mthiyane Follow us on Instagram @impactmakerspod

    53 min
  2. New Beauty Frontiers

    FEB 24

    New Beauty Frontiers

    If you want to understand just how quickly consumer needs are evolving, look no further than the beauty category. In this research-led episode of Impact Makers, Andrew and Caitlin draw on insights from 2,500 beauty-forward consumers across nine global markets to explore a powerful shift taking place beneath the noise of social media trends and viral product launches. Beauty is moving beyond surface-level aesthetics toward resilience, regulation, and everyday emotional support. From microbiome skincare and neuro-beauty to climate-adaptive formulas and mood-boosting sensory rituals, the episode unpacks how products are being reimagined to help people cope better, not just look better. Featuring Marie Drago, Founder of Gallinée and an early pioneer of microbiome science in skincare, alongside nano creator Caitlin Costello on the future of trust, inclusivity, and AI in beauty, this episode offers a front-row seat to how cultural, emotional, and physical needs are reshaping the future of brands. In a world that feels overwhelming, beauty is being asked to do something deeper, to help us feel steady again. Follow us on Instagram @impactmakerspod

    51 min
  3. The Dirt Disruptors

    JAN 22

    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 - and how cleaning behemoth Unilever is adapting its marketing. 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 Matt 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 Ammarah Issufo shares how Unilever Home Care is using creators, cultural insight, and new marketing frameworks 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

    38 min
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
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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 - 2026
  • Episodes
    17
  • Rating
    Clean
  • Copyright
    © 2026 Impact Makers
  • Show Website
    Impact Makers

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