Impact Makers

The Asia Takeover

The centre of gravity has shifted. And brands must take note. In this special episode, guest hosts Coco Wu and Harshita Mullick explore the most exciting ideas in food, drink, beauty, and retail are. And that’s Asia! Tune in to discover why Asia is no longer a market to enter, but a platform to learn from. We cover the rise of China-maxxing – and what it reveals about Western disillusionment. How brands like Luckin Coffee are redefining categories by designing for real behaviour, not imagined lifestyles. And why viral phenomena like Labubu signal a new era of internet-built brands. Featuring special guest: JK Wang, Futurist, who takes us even further into the future, where brands will need to prepare for ‘zero mental effort.’ If you want to understand where growth is really coming from - and how to stay relevant in a world of AI, cultural shifts, and collapsing attention - this episode is essential listening. Follow us on Instagram @impactmakerspod

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. Credits Hosts: Andrew Wardlaw, Caitlin McLean Executive 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 [https://instagram.com/impactmakerspod]

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 [https://instagram.com/impactmakerspod]

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 [https://kinfill.com/] SMOL [https://smol.com/] GreenCo [https://www.thegreencompany.online/] Unilever Home Care [https://www.unilever.com/brands/home-care/] Huxly [https://www.huxlyglobal.com/] MMR Research [https://mmr-research.com/] FOLLOW IMPACT MAKERS: 📸 Instagram: https://www.instagram.com/impactmakerspod [https://www.instagram.com/impactmakerspod] 💼 LinkedIn: https://www.linkedin.com/company/impactmakerspod [https://www.linkedin.com/company/impactmakerspod] 🌐 Website: https://info.mmr-research.com/impact-makers-podcast [https://info.mmr-research.com/impact-makers-podcast] Follow us on Instagram @impactmakerspod [https://instagram.com/impactmakerspod]

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