Home. It’s a simple word, but it holds a lot: safety, stability, a foundation for the future. Habitat for Humanity has spent nearly 50 years building homes and communities across the globe, impacting millions of lives. Despite its history and extensive reach, the organization is focused on ensuring its message remains clear, accessible, and inspiring to new audiences. This effort is critical as Habitat for Humanity sets an ambitious goal: to help 50 million more people in the next three years.This week, we talk with Amy Dunham, chief communications officer at Habitat for Humanity International, about the major brand refresh designed to combat misconceptions and broaden the understanding of their global mission. Dunham shares why "participation is a superpower," how the org uses emotional storytelling to convey the true meaning of home, and the unique challenges and deep rewards of leading communications for a nonprofit facing complex issues like the global housing crisis. The sound bite"Housing insecurity can happen in a flash."The takeaways<ol><li>Habitat for Humanity has been around for almost 50 years, helping 65 million people.</li><li>The organization works in over 60 countries, focusing on various housing-related issues.</li><li>The brand refresh aims to clarify misconceptions about Habitat's work, particularly that it gives away homes.</li><li>Emotional storytelling is crucial in connecting with audiences about the importance of home.</li><li>The nonprofit sector faces unique challenges, including funding and measuring social impact.</li><li>The organization is focused on helping 50 million people over the next three years.</li></ol>
 <a href="https://www.campaignlive.com/" target="_blank">campaignlive.com</a>&nbsp;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&nbsp;&nbsp;<a href="https://shop.haymarket.com/camus/webcast22/">What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.</a> &nbsp; Hosted by Simplecast, an AdsWizz company. See <a href="https://pcm.adswizz.com">pcm.adswizz.com</a> for information about our collection and use of personal data for advertising.

<description>&lt;p&gt;Home. It’s a simple word, but it holds a lot: safety, stability, a foundation for the future. &lt;/p&gt;&lt;p&gt;Habitat for Humanity has spent nearly 50 years building homes and communities across the globe, impacting millions of lives. Despite its history and extensive reach, the organization is focused on ensuring its message remains clear, accessible, and inspiring to new audiences. This effort is critical as Habitat for Humanity sets an ambitious goal: to help 50 million more people in the next three years.&lt;/p&gt;&lt;p&gt;This week, we talk with Amy Dunham, chief communications officer at Habitat for Humanity International, about the major brand refresh designed to combat misconceptions and broaden the understanding of their global mission. Dunham shares why "participation is a superpower," how the org uses emotional storytelling to convey the true meaning of home, and the unique challenges and deep rewards of leading communications for a nonprofit facing complex issues like the global housing crisis. &lt;/p&gt;&lt;p&gt;The sound bite&lt;/p&gt;&lt;p&gt;"Housing insecurity can happen in a flash."&lt;/p&gt;&lt;p&gt;The takeaways&lt;/p&gt;&lt;ol&gt;&lt;li&gt;Habitat for Humanity has been around for almost 50 years, helping 65 million people.&lt;/li&gt;&lt;li&gt;The organization works in over 60 countries, focusing on various housing-related issues.&lt;/li&gt;&lt;li&gt;The brand refresh aims to clarify misconceptions about Habitat's work, particularly that it gives away homes.&lt;/li&gt;&lt;li&gt;Emotional storytelling is crucial in connecting with audiences about the importance of home.&lt;/li&gt;&lt;li&gt;The nonprofit sector faces unique challenges, including funding and measuring social impact.&lt;/li&gt;&lt;li&gt;The organization is focused on helping 50 million people over the next three years.&lt;/li&gt;&lt;/ol&gt;
&lt;p&gt;&lt;p&gt;&lt;br&gt;&lt;a href="https://www.campaignlive.com/" target="_blank"&gt;campaignlive.com&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&amp;nbsp;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;&lt;a href="https://shop.haymarket.com/camus/webcast22/"&gt;What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.&lt;/a&gt; &amp;nbsp;&lt;/p&gt;&lt;/p&gt;&lt;br/&gt; &lt;p&gt;Hosted by Simplecast, an AdsWizz company. See &lt;a href="https://pcm.adswizz.com"&gt;pcm.adswizz.com&lt;/a&gt; for information about our collection and use of personal data for advertising.&lt;/p&gt;</description>

Behind the nonprofit’s brand refresh to build a clearer message and a bigger impact.


Campaign Chemistry: Habitat for Humanity’s Amy Dunham

Pinterest’s VP of global creative explains why trend fatigue is real, the mainstream is fading and what brands need to understand about how people are discovering — and reshaping — culture today.The era of one-size-fits-all trends is over. What’s replacing it is more personal, more emotional and far less interested in mass appeal. As Xanthe Wells, Pinterest’s VP of global creative, explains, today’s audiences aren’t chasing what’s popular — they’re curating what actually resonates.In this episode of Campaign Chemistry, Wells joins us to discuss Pinterest Predicts 2026, the platform’s annual report forecasting what’s coming next based on insights from more than 600 million monthly users. We explore why nonconformity, emotional comfort and grounded optimism are shaping the next wave of culture — and what trends such as Glitchy Glam, Cabbage Crush and Laced Up reveal about how people are using inspiration as a form of self-preservation rather than self-promotion.The conversation also digs into what this shift means for advertisers. With trends moving faster but lasting longer, Wells shares how brands can use predictive insights not to chase hype, but to show up earlier and more authentically — meeting audiences with intention instead of manufactured FOMO.
 <a href="https://www.campaignlive.com/" target="_blank">campaignlive.com</a>&nbsp;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&nbsp;&nbsp;<a href="https://shop.haymarket.com/camus/webcast22/">What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.</a> &nbsp; Hosted by Simplecast, an AdsWizz company. See <a href="https://pcm.adswizz.com">pcm.adswizz.com</a> for information about our collection and use of personal data for advertising.

<description>&lt;p&gt;Pinterest’s VP of global creative explains why trend fatigue is real, the mainstream is fading and what brands need to understand about how people are discovering — and reshaping — culture today.&lt;/p&gt;&lt;p&gt;The era of one-size-fits-all trends is over. What’s replacing it is more personal, more emotional and far less interested in mass appeal. As Xanthe Wells, Pinterest’s VP of global creative, explains, today’s audiences aren’t chasing what’s popular — they’re curating what actually resonates.&lt;/p&gt;&lt;p&gt;In this episode of Campaign Chemistry, Wells joins us to discuss Pinterest Predicts 2026, the platform’s annual report forecasting what’s coming next based on insights from more than 600 million monthly users. We explore why nonconformity, emotional comfort and grounded optimism are shaping the next wave of culture — and what trends such as Glitchy Glam, Cabbage Crush and Laced Up reveal about how people are using inspiration as a form of self-preservation rather than self-promotion.&lt;/p&gt;&lt;p&gt;The conversation also digs into what this shift means for advertisers. With trends moving faster but lasting longer, Wells shares how brands can use predictive insights not to chase hype, but to show up earlier and more authentically — meeting audiences with intention instead of manufactured FOMO.&lt;/p&gt;
&lt;p&gt;&lt;p&gt;&lt;br&gt;&lt;a href="https://www.campaignlive.com/" target="_blank"&gt;campaignlive.com&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&amp;nbsp;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;&lt;a href="https://shop.haymarket.com/camus/webcast22/"&gt;What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.&lt;/a&gt; &amp;nbsp;&lt;/p&gt;&lt;/p&gt;&lt;br/&gt; &lt;p&gt;Hosted by Simplecast, an AdsWizz company. See &lt;a href="https://pcm.adswizz.com"&gt;pcm.adswizz.com&lt;/a&gt; for information about our collection and use of personal data for advertising.&lt;/p&gt;</description>

The future of trends is personal

Campaign Chemistry: Pinterest’s Xanthe Wells

For years, the advertising industry has been obsessed with "purpose." It was the golden ticket for brands looking to connect with a younger, more conscious generation. But somewhere along the way, the message got muddied by empty promises and shiny PR campaigns that lacked real-world substance. According to Amy Williams, the founder and CEO of Good Loop, that version of purpose-led marketing is officially dead. In this episode of Campaign Chemistry, Amy joins us to chart the path forward. She shares her journey from a disillusioned ad creative to the founder of a B Corp that has raised millions for charity by reimagining the value exchange between brands and consumers. We dive into Good Loop’s groundbreaking partnership with IAS to tackle the industry’s carbon footprint, the reality of "greenwashing," and why she believes LinkedIn has become the most underrated tool for business growth. The sound bite"Purpose-led marketing is dead."
 <a href="https://www.campaignlive.com/" target="_blank">campaignlive.com</a>&nbsp;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&nbsp;&nbsp;<a href="https://shop.haymarket.com/camus/webcast22/">What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.</a> &nbsp; Hosted by Simplecast, an AdsWizz company. See <a href="https://pcm.adswizz.com">pcm.adswizz.com</a> for information about our collection and use of personal data for advertising.

<description>&lt;p&gt;For years, the advertising industry has been obsessed with "purpose." It was the golden ticket for brands looking to connect with a younger, more conscious generation. &lt;/p&gt;&lt;p&gt;But somewhere along the way, the message got muddied by empty promises and shiny PR campaigns that lacked real-world substance. According to Amy Williams, the founder and CEO of Good Loop, that version of purpose-led marketing is officially dead. &lt;/p&gt;&lt;p&gt;In this episode of Campaign Chemistry, Amy joins us to chart the path forward. She shares her journey from a disillusioned ad creative to the founder of a B Corp that has raised millions for charity by reimagining the value exchange between brands and consumers. We dive into Good Loop’s groundbreaking partnership with IAS to tackle the industry’s carbon footprint, the reality of "greenwashing," and why she believes LinkedIn has become the most underrated tool for business growth.&lt;/p&gt;&lt;p&gt; &lt;/p&gt;&lt;p&gt;The sound bite&lt;/p&gt;&lt;p&gt;"Purpose-led marketing is dead."&lt;/p&gt;
&lt;p&gt;&lt;p&gt;&lt;br&gt;&lt;a href="https://www.campaignlive.com/" target="_blank"&gt;campaignlive.com&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&amp;nbsp;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;&lt;a href="https://shop.haymarket.com/camus/webcast22/"&gt;What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.&lt;/a&gt; &amp;nbsp;&lt;/p&gt;&lt;/p&gt;&lt;br/&gt; &lt;p&gt;Hosted by Simplecast, an AdsWizz company. See &lt;a href="https://pcm.adswizz.com"&gt;pcm.adswizz.com&lt;/a&gt; for information about our collection and use of personal data for advertising.&lt;/p&gt;</description>

Good Loop founder and CEO Amy Williams discusses why the era of performative "purpose-led" marketing is over and how brands can build genuine trust through measurable

Campaign Chemistry: Good Loops' Amy Williams

For years, the retail playbook was simple: Cut the price, drive the sale. But in the age of AI, the playbook is changing every day.And while Black Friday and Cyber Monday (BFCM) are still the biggest shopping days of the year, the strategies driving them are shifting beneath retailers' feet as brands try to keep up with the rapidly evolving consumer habits fueled by technological advancements.In this episode, we sit down with Jamie Domenici, CMO of Klaviyo, a marketing platform for e-commerce businesses, to dive into the evolving consumer psyche, explaining how customers are moving beyond just chasing discounts. She details the immediate, massive impact of agentic AI on consumer habits, forcing brands to be quicker, smarter and more adaptable than ever before. Domenici outlines how businesses must shift their focus from single-transaction sales to building deep, lasting customer relationships through personalization tactics and make an effort to gain a deep understanding of what truly drives purchase decisions in the new era of retail.The key takeaways<ol><li>AI is transforming the shopping experience, making it more personalized and efficient.</li><li>Consumers are spending earlier this holiday season, indicating a shift in shopping habits.</li><li>Based on consumer behavior, brands are moving away from deep discounts and focusing on building customer loyalty.</li><li>Brands must capture every interaction with customers to enhance their shopping experience.</li><li>The pandemic significantly accelerated the shift toward digital shopping and consumer engagement.</li><li>Creative marketing and brand identity remain crucial in a world increasingly driven by AI.</li><li>Consumers are spending more time on product views, demonstrating a focus on purchase consideration before the final transaction.</li><li>The future of retail will be shaped by how well brands adapt to AI and consumer expectations.</li></ol>
 <a href="https://www.campaignlive.com/" target="_blank">campaignlive.com</a>&nbsp;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&nbsp;&nbsp;<a href="https://shop.haymarket.com/camus/webcast22/">What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.</a> &nbsp; Hosted by Simplecast, an AdsWizz company. See <a href="https://pcm.adswizz.com">pcm.adswizz.com</a> for information about our collection and use of personal data for advertising.

<description>&lt;p&gt;For years, the retail playbook was simple: Cut the price, drive the sale. But in the age of AI, the playbook is changing every day.&lt;/p&gt;&lt;p&gt;And while Black Friday and Cyber Monday (BFCM) are still the biggest shopping days of the year, the strategies driving them are shifting beneath retailers' feet as brands try to keep up with the rapidly evolving consumer habits fueled by technological advancements.&lt;/p&gt;&lt;p&gt;In this episode, we sit down with Jamie Domenici, CMO of Klaviyo, a marketing platform for e-commerce businesses, to dive into the evolving consumer psyche, explaining how customers are moving beyond just chasing discounts. She details the immediate, massive impact of agentic AI on consumer habits, forcing brands to be quicker, smarter and more adaptable than ever before. Domenici outlines how businesses must shift their focus from single-transaction sales to building deep, lasting customer relationships through personalization tactics and make an effort to gain a deep understanding of what truly drives purchase decisions in the new era of retail.&lt;/p&gt;&lt;p&gt;The key takeaways&lt;/p&gt;&lt;ol&gt;&lt;li&gt;AI is transforming the shopping experience, making it more personalized and efficient.&lt;/li&gt;&lt;li&gt;Consumers are spending earlier this holiday season, indicating a shift in shopping habits.&lt;/li&gt;&lt;li&gt;Based on consumer behavior, brands are moving away from deep discounts and focusing on building customer loyalty.&lt;/li&gt;&lt;li&gt;Brands must capture every interaction with customers to enhance their shopping experience.&lt;/li&gt;&lt;li&gt;The pandemic significantly accelerated the shift toward digital shopping and consumer engagement.&lt;/li&gt;&lt;li&gt;Creative marketing and brand identity remain crucial in a world increasingly driven by AI.&lt;/li&gt;&lt;li&gt;Consumers are spending more time on product views, demonstrating a focus on purchase consideration before the final transaction.&lt;/li&gt;&lt;li&gt;The future of retail will be shaped by how well brands adapt to AI and consumer expectations.&lt;/li&gt;&lt;/ol&gt;
&lt;p&gt;&lt;p&gt;&lt;br&gt;&lt;a href="https://www.campaignlive.com/" target="_blank"&gt;campaignlive.com&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&amp;nbsp;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;&lt;a href="https://shop.haymarket.com/camus/webcast22/"&gt;What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.&lt;/a&gt; &amp;nbsp;&lt;/p&gt;&lt;/p&gt;&lt;br/&gt; &lt;p&gt;Hosted by Simplecast, an AdsWizz company. See &lt;a href="https://pcm.adswizz.com"&gt;pcm.adswizz.com&lt;/a&gt; for information about our collection and use of personal data for advertising.&lt;/p&gt;</description>

The CMO of Klaviyo shares how agentic AI, loyalty and personalization are reshaping consumer spending ahead of Black Friday and Cyber Monday.

Campaign Chemistry: Klaviyo's Jamie Domenici

This week, we revisit our conversation with Asha Shivaji, the CEO of SeeMe Index, a platform that uses AI to score brands’ purposes, ads and products on identity and inclusivity. SeeMe Index’s COO and cofounder, Jason Klein, recently spoke at Haymarket’s AI Deciphered panel on <a href="https://www.campaignlive.com/article/ai-marketing-ethics-look-business-corporate-consumer-perspectives/1940015" target="_blank">AI, ethics and marketing</a>.  Shivaji shares her journey from digital marketing to founding a company focused on inclusive marketing. She discusses the importance of measuring inclusivity in brands, the role of AI in uncovering insights and the evolving conversations around diversity in the beauty industry, an observation she noted during her time working in the beauty space. Shivaji reflects on the lessons learned throughout her entrepreneurial journey, all the way from taking the leap to what she wished she knew when she first began her career. 
 <a href="https://www.campaignlive.com/" target="_blank">campaignlive.com</a>&nbsp;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&nbsp;&nbsp;<a href="https://shop.haymarket.com/camus/webcast22/">What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.</a> &nbsp; Hosted by Simplecast, an AdsWizz company. See <a href="https://pcm.adswizz.com">pcm.adswizz.com</a> for information about our collection and use of personal data for advertising.

<description>&lt;p&gt;This week, we revisit our conversation with Asha Shivaji, the CEO of SeeMe Index, a platform that uses AI to score brands’ purposes, ads and products on identity and inclusivity. SeeMe Index’s COO and cofounder, Jason Klein, recently spoke at Haymarket’s AI Deciphered panel on &lt;a href="https://www.campaignlive.com/article/ai-marketing-ethics-look-business-corporate-consumer-perspectives/1940015" target="_blank"&gt;AI, ethics and marketing&lt;/a&gt;.&lt;br /&gt; &lt;/p&gt;&lt;p&gt;Shivaji shares her journey from digital marketing to founding a company focused on inclusive marketing. She discusses the importance of measuring inclusivity in brands, the role of AI in uncovering insights and the evolving conversations around diversity in the beauty industry, an observation she noted during her time working in the beauty space. Shivaji reflects on the lessons learned throughout her entrepreneurial journey, all the way from taking the leap to what she wished she knew when she first began her career. &lt;/p&gt;
&lt;p&gt;&lt;p&gt;&lt;br&gt;&lt;a href="https://www.campaignlive.com/" target="_blank"&gt;campaignlive.com&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.&amp;nbsp;&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;&lt;a href="https://shop.haymarket.com/camus/webcast22/"&gt;What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.&lt;/a&gt; &amp;nbsp;&lt;/p&gt;&lt;/p&gt;&lt;br/&gt; &lt;p&gt;Hosted by Simplecast, an AdsWizz company. See &lt;a href="https://pcm.adswizz.com"&gt;pcm.adswizz.com&lt;/a&gt; for information about our collection and use of personal data for advertising.&lt;/p&gt;</description>

The CEO of SeeMe Index discusses the importance of measuring inclusivity in brands and the role of AI in uncovering insights.

Campaign Chemistry Rewind: SeeMe Index's Asha Shivaji

On Campaign Chemistry, a podcast from Campaign US, we pick the brains of creative alchemists, business wizards and marketing geniuses behind the world’s greatest brands.

Campaign Chemistry

Details

Recent Episodes