How Diana Haussling is keeping Colgate-Palmolive on top of changing trends

Personal care brands have always needed to be on top of consumer trends to stay relevant, and the pandemic has made that task only more complex. “If you really think about it, the entire world went through a life change at once, so the consideration set for consumers really expanded,” says Diana Haussling, VP, general manager, digital commerce at Colgate-Palmolive. “My team has been identifying new occasions, new moments, just new opportunities to engage consumers but also solve problems that they didn't have before.” See all of Ad Age's 40 Under 40 honorees. Haussling, 39, joined the company in March after nine years at Campbell Soup Co., where her team reimagined the classic Campbell “Snowman” ad to star a Black girl with natural hair. She also sat on the soup brand’s diversity and inclusion board and founded the Black Resource Group. And after Minneapolis police murdered George Floyd, Haussling was instrumental in elevating the voices of Black employees. “I'm a mother of a Black son, so that day for me was about my son and fearing for him. As soon as I found out I was having a son I had those same fears, but for them to really be visible and in my face, the emotions came out,” Haussling says. “Being vulnerable in front of people so they can actually see the fragility and the anxiety and the fear you go through life with, I had never shared that level of vulnerability before. And being more senior, you have the privilege of being able to do so.” If you could have dinner with one person, alive or dead, who would it be and why? Michelle Obama. What are the top two social media sites you use on a regular basis? LinkedIn and Instagram. What’s currently on your bedside reading list? “More Than Enough: Claiming Space for Who You Are (No Matter What They Say),” by Elaine Welteroth. What was the last show you binge-watched? “Insecure.” At what age do you hope to retire? I don't think I'll ever fully retire. I'm on the board of the Food Bank of South Jersey, so I might do more community-driven things, but I'll always be wanting to add value and impact. See all of Ad Age's 40 Under 40 honorees.

How Diana Haussling is keeping Colgate-Palmolive on top of changing trends

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