In this episode, Andrew McDougall sits down with Tati Lindenberg, who at the time was Chief Brand Officer for Unilever's Dirt Is Good brand. Since this conversation was first aired, Tati has been promoted to Chief Marketing Officer for Unilever Home Care, further underscoring the strategic leadership and brand-building expertise she shares throughout this discussion.

Together with Mintel Consultant, David Jago, Tati explores what it takes to build brands that endure—from balancing global brand consistency with local consumer needs to navigating changing expectations around purpose, sustainability and growth. The conversation also examines the future of fabric care, the role of innovation in driving relevance and why storytelling remains one of the most powerful tools in a marketer's arsenal.

Whether you're listening for the first time or revisiting this conversation, Tati's perspectives offer valuable guidance for CPG decision-makers seeking to build brands that drive growth, relevance and long-term consumer trust.

Join the conversation on Mintel's LinkedIn and share your perspective.

Host

Andrew McDougall, Principal Strategist, Mintel

Guests

Tati Lindenberg, Chief Marketing Officer, Unilever Home Care (Chief Brand Officer, Dirt Is Good, Unilever at the time of recording)

David Jago, Principal Consultant, Mintel

Artificial intelligence can help businesses work faster, understand more and make better decisions, but only when it is applied to the right problems. So, rather than asking, “What should our AI strategy be?”, should businesses start by asking what they are actually trying to achieve?

Host Andrew McDougall is joined by Steve King, Co-founder and CEO of Dragonfly AI, to explore why successful AI adoption begins with business strategy, not technology. Drawing on Steve’s experience building Black Swan Data and Dragonfly AI, they discuss the different forms of artificial intelligence, why adoption remains harder than invention and how predictive technology can help brands understand what consumers will notice.

The conversation also considers where human judgement must remain in control, how businesses can use AI without diminishing creativity and why its long-term value should be measured through better products and decisions, not simply short-term cost savings.

Listen to find out:

• Why businesses should define the problem before choosing the AI
• What makes predictive AI different from generative AI
• How Dragonfly AI helps brands understand visual attention
• Why adoption (not technology) is often the greatest barrier
• Where human judgement and creativity remain essential
• What established CPG companies and startups can learn from one another

What did you think of the conversation? Join us on Mintel’s LinkedIn to continue the discussion about where AI adds real value and where human judgement and creativity remain essential.

Learn more about how Black Swan Data, now part of Mintel, uses AI-powered social prediction to identify emerging consumer needs, and how Mintel and Dragonfly AI are helping brands make smarter packaging decisions by understanding what consumers notice.

Visit Mintel.com to become a member of our free Spotlight community, and follow Mintel Little Conversation wherever you get your podcasts so you never miss an episode.

Host:

Andrew McDougall, Principal Strategist, Mintel

Guest:

Steve King, Co-founder and CEO, Dragonfly AI

Marketers have more consumer data than ever before but are they losing sight of the people behind it? In this episode, Andrew Davidson speaks with Paul Jankowski, Founder and CEO of New Heartland Group, about why brands have become over-reliant on data and under-invested in understanding consumers' lived experiences. They explore the New Heartland—a cultural segment representing 60% of Americans and $7–8 trillion in buying power—and discuss why values like family, community and faith often shape purchasing decisions more than traditional demographics. The conversation also examines how brands can move beyond targeting to build genuine cultural relevance in an increasingly AI-driven world.

What did you think of the conversation? Join us on Mintel's LinkedIn to continue the discussion about understanding what data misses, and visit Mintel.com to become a member of our free Spotlight community.

To gain a clearer view of how trust, community, relationships, and lived experience shape brand perception, shopper behavior, and customer loyalty among this consumer group, download the free The Visibility Gap™ report from Mintel today.

Don't forget to follow Mintel Little Conversation wherever you get your podcasts so you never miss an episode.

Host:

Andrew Davidson, Principal Strategist, Comperemedia

Guest:

Paul Jankowski, CEO and Founder of New Heartland Group