Purpose can fuel performance—but only when brands truly understand who they serve. In this episode of Soul & Science, Jason Harris sits down with Carter’s CMO Sarah Crockett to explore how modern parenting is reshaping brand expectations. From trust and value to emotional connection and authenticity, Sarah shares how Carter’s is evolving beyond the products it sells to better serve today’s families. The conversation covers how millennial and Gen Z parents think differently about value, why “letting kids be kids” matters more than ever, and how marketers can balance long-term brand building with short-term performance—without measuring every initiative the same way. ⏱️ Chapters 02:00 – Sarah’s Career and Purpose-Led Brands 05:00 – Understanding Today’s Modern Parents 08:20 – Value, Trust, and Affordability 11:30 – Letting Kids Be Kids 14:10 – Technology, Parenting, and Slowing Down 17:40 – Building Trust Beyond Transactions 21:00 – Designing for Real Human Needs 24:20 – Measuring Marketing Without One-Size KPIs 28:10 – Purpose, Performance, and Brand Longevity 32:30 – “Beware the Lollipop of Mediocrity” Brought to you by Mekanism.