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

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

In this episode, host Andrew Davidson speaks with Brian Jones, President of Merrick Bank, about how to grow a business while staying true to its mission. Brian shares his career journey, with over three decades of experience at the intersection of law and banking. The conversation looks at how the bank's sub-prime customers are navigating economic and geopolitical uncertainty, and what that means for financial services today.

They also discuss key moments in the bank’s growth, including acquisitions and rebrands, and how Merrick is thinking about its future. Brian also offers his perspective on what’s ahead for financial services, and the critical shifts he believes will define the next five years.

Head over to Mintel’s LinkedIn to share your thoughts on the conversation, and visit mintel.com to become a member of our free Spotlight community.

Host:

Andrew Davidson, SVP/Chief Insights Officer, Comperemedia.

Guest:

Brian Jones, President, Merrick Bank .