#111: Carter’s CMO Sarah Crockett | How Purpose, Value, and Trust Build Modern Brands

Purpose can fuel performance—but only when brands truly understand who they serve.

In this episode, Jason Harris sits down with Carter’s CMO Sarah Crockett to explore how modern parenting is reshaping brand expectations—and what it takes to connect with one of the most values-driven and overwhelmed consumer groups today.

Sarah shares how her career has been guided by purpose, and how that belief is now shaping Carter’s approach to storytelling, value, and trust. Together, they unpack the cultural shifts defining millennial and Gen Z parents—from slowing down and letting kids be kids, to demanding authenticity, affordability, and emotional connection from the brands they invite into their families’ lives.

Key Takeaways:✅ Purpose creates stronger, more resilient brand connections✅ Modern parents value trust, authenticity, and emotional resonance✅ Slowing down can be a powerful cultural differentiator✅ Not every marketing investment should be measured the same way

Memorable Moments:💡 “Purpose can fuel performance.”💡 “Trust is the most important value when you’re building a relationship with a child.”💡 “Let kids be kids.”💡 “Beware the lollipop of mediocrity—lick it once and you’ll suck forever.”

Brought to you by Mekanism.