Impact Makers

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 functionWhy 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 cleaningHow 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 GreenCoMMR 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 TikTokWhy 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 respondingAmmarah 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:KinfillSMOLGreenCoUnilever Home CareHuxlyMMR ResearchFollow 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

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

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

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

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

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

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

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

‘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

In this holiday special, Andrew Wardlaw and Caitlin McLean explore seasonal product innovation, TikTok trends, and sensory surprises. From festive highlights like M&S’s Mince Pie Liqueur to adventurous ice cream flavors in China, this episode uncovers how brands are captivating consumers. Featuring insights from Three Spirit’s Dash Lilly and MMR’s global team, discover how sensory science and creativity are reshaping the holidays. Perfect for product aficionados seeking inspiration this season! Follow us on Instagram @impactmakerspod

In Episode Five, hosts Andrew Wardlaw and Caitlin McLean explore the Discovery Era, where consumers are craving new and novel experiences. Featuring industry insights from Nick Graham - fresh from his tenure at Mondelez and PepsiCo, as well as sensory expertise from Rachel Smith, Monika Bagle and Fiwany Wijaya, they delve into how brands can balance innovation with renovation to stay competitive. With social media insights from Shania Wilson and sensory science highlights from MMR’s team, this episode uncovers how brands can tap into the trend of discovery to drive consumer engagement. Tune in for a deep dive into the products and strategies that are shaping the future of CPG. Follow us on Instagram @impactmakerspod

In Episode Four, hosts Andrew Wardlaw and Caitlin McLean explore the world of extreme flavors in food, drink, and sensory experiences. From spicy snacks to sour candies, they uncover why bold tastes are driving consumer trends and creating social media buzz. Featuring insights from industry experts like Charles Banks of thefoodpeople and Dr. Mary Carunchia of PepsiCo, along with a tasting session led by sensory expert Phiala Mehring, this episode reveals how extreme flavors are shaping the future of product innovation. Tune in for a thrilling taste journey, featuring Caitlin’s "One-Chip Challenge." Does it all end in tears? Follow us on Instagram @impactmakerspod

In Episode Three of the Impact Makers Podcast, hosts Andrew Wardlaw and Caitlin McLean explore the emerging world of mood-shifting products in food, beverage, and beauty. From Tesla's playful take on candy to functional mushroom coffee and alcohol-free mood-enhancing beers, discover how "soft wellness" is making waves in consumer-packaged entertainment. Joined by sensory experts and social media trend analysts, this episode uncovers how taste, texture, and social media trends are redefining how we elevate our mood every day. Tune in to discover the future of wellness products and the science behind how they make us feel good. Follow us on Instagram @impactmakerspod

In Episode Two of the Impact Makers Podcast, hosts Andrew Wardlaw and Caitlin McLean explore the experimental world of beverages. From the latest in no- and low-alcohol trends to the dynamic coffee culture, this episode is packed with insights on how the beverage category is pushing boundaries. Featuring expert guests from Kerry, WGSN, and Icenine Drinks, they delve into emerging trends like savory sips and premium hydration, while also uncovering what’s capturing the attention of Gen Z on TikTok. Tune in to discover the innovations shaping the future of beverages! Follow us on Instagram @impactmakerspod

Join hosts Andrew Wardlaw and Caitlin McLean as they dive into the fascinating world of store brands in the first episode of the Impact Makers Podcast. Discover how economic factors and changing consumer perceptions are driving the popularity of private label products. With expert insights, product reviews, and engaging discussions, Andrew and Caitlin explore standout store brand products from Trader Joe’s, Morrisons, and M&S, and assess the impact of innovative items like Lewis Hamilton's non-alcoholic agave spirit. Whether you're a brand enthusiast or a curious shopper, this episode reveals how store brands are pushing boundaries and elevating the consumer experience. Follow us on Instagram @impactmakerspod