Kate Fairweather

Kate Fairweather

Kate Fairweather is head of consumer strategy and a founding partner at Electric Innovation, where she fuses her passion for human behavior with storytelling to uncover nuanced consumer insights and transform them into breakthrough commercial ideas. With prior leadership roles at frog and Fahrenheit 212– Kate shapes growth and innovation strategies for brands like Toblerone, Estée Lauder, Chipotle, L’Oréal, and Molson Coors. Kate brings deep experience in guiding powerful, consumer-driven innovation.

Merchandising

Where Retailers Will Win the Next Impulse Purchase War

January 26, 2026 at 1:06 pm

Impulse purchases used to be inescapable for consumers. You would spend the afternoon combing through every aisle of the store for the best deals, then head to the register to be met with a glorious suite of candy bars, lip balm, gum, air fresheners, and other little unplanned items too tempting to pass up. It…