Measured Impact

Values drive value. That's the claim at the center of this compilation, and these conversations from Season 1 put numbers behind it. The “Halo Effect” is something our team spent real time trying to prove: how advocacy work lifts everything around it, including the commercial stuff it has nothing to do with. 

Chris Miller was a big part of pushing us to investigate it, and he opens the episode with what Ben & Jerry's saw when it put several million dollars into low-propensity voter turnout in Georgia. Work with nothing to do with ice cream, outperforming an ice cream ad on short-term sales ROI. His read on why: if they'd designed the campaign to sell ice cream, it would have failed at both. 

Jay Tandan explains the same effect at the post level, where advocacy content reliably outperforms product content and leaves algorithmic reach behind it that the next post inherits.

Alan Mahon and James Hughes describe what happened when Brewgooder stopped staying quiet and launched Sun & Stone with Palestinian brewery Taybeh—highest online sales they'd ever seen, inbound from 16 countries, and a decision they weren't sure they'd survive commercially. 

Peter Dering closes it out with the version that shows up on an actual balance sheet: goodwill, built over 16 years, and the people who stop him in airports to talk about a backpack.

Featured in this episode

• Christopher Miller, SVP of Sustainability and Advocacy at Aspen One: https://www.linkedin.com/in/christopher-miller-7b733668 
• Jay Tandan, former Global Digital Lead at Ben & Jerry's, now at Protect Our Winters:  https://www.linkedin.com/in/jay-tandan-21017592
• Alan Mahon and James Hughes, co-founders of Brewgooder:
  https://www.linkedin.com/in/alan-mahon-7659b15a
  https://www.linkedin.com/in/james-hughes-80bb5b55 
• Peter Dering, founder and CEO of Peak Design: https://www.linkedin.com/in/peter-dering-54760718

Links & Resources

• Ben & Jerry's: https://www.benjerry.com
• Protect Our Winters: https://protectourwinters.org
• Brewgooder:  https://www.brewgooder.com
• Taybeh Brewery: https://www.taybehbeer.com
• Peak Design: https://www.peakdesign.com
• The Change Climate Project: https://www.changeclimate.org
• LooseGrip: https://loosegrip.net
• The GRASP Impact Framework: https://www.graspyourimpact.com

In preparation for Season 2, we're sharing conversations where host Neil Callanan takes the guest chair.

This bonus episode comes from The New Mainstream Podcast with Mario Carrasco, Co-Founder of ThinkNow. Brands are under real pressure to say where they stand on social, political, and environmental issues, and the ground keeps moving underneath them. Consumer behavior has shifted, and so has what people expect from the companies they buy from.

Neil and Mario get into what that means for purpose-driven brands trying to stay credible in a polarized moment, and how advocacy work holds up when the cultural context won't sit still.

Links & Resources

• The New Mainstream Podcast: http://www.newmainstreampodcast.com
• ThinkNow: https://thinknow.com
• Mario Carrasco's LinkedIn: https://www.linkedin.com/in/marioxcarrasco 
• LooseGrip: https://loosegrip.net
• Neil's LinkedIn: https://www.linkedin.com/in/neilcallanan/

• • The GRASP Impact Framework: https://www.graspyourimpact.com

In preparation for Season 2, we're sharing conversations where host Neil Callanan takes the guest chair. This one's from Can Marketing Save the Planet? Where Neil makes the case that values-led brands hold their impact work to a lower standard than their sales numbers—and that purpose and performance feed each other rather than compete.

He walks through the GRASP Framework, which sorts content goals into discover, engage, and convert before anyone opens a dashboard (and away from misleading glamour metrics.)

Links & Resources

• Can Marketing Save the Planet? (Original episode): https://www.canmarketingsavetheplanet.com/podcasts/episode-123-data-driven-insights-for-purpose-driven-marketing-neil-callanan-loose-grip 
• LooseGrip: https://loosegrip.net
• Michelle Carvill's LinkedIn: https://www.linkedin.com/in/michellecarvill/
• Gemma Butler's LinkedIn: https://www.linkedin.com/in/butlergemma/ 
• Neil's LinkedIn: https://www.linkedin.com/in/neilcallanan/
• The GRASP Impact Framework: https://www.graspyourimpact.com
• The GRASP Your Impact Podcast: https://graspyourimpact.com/podcast/

As we prep Season 2, we're sharing conversations where host Neil Callanan took the guest chair. This episode comes from The Resilience Report, where Neil joins host Lauren Scott to dig into the gap between caring about impact and being able to prove it. He walks through what actually happens to most ESG reports: thousands of hours in, a collective exhale when it ships, and almost no one checking whether it worked—and makes the case for treating impact content as always-on storytelling rather than an annual sprint.

Neil breaks down the two mistakes he sees most (too many data points, too many dashboards), why he pushes clients to demote views and page views in favor of consumption metrics, and how the HiPPO problem quietly pulls teams back toward big meaningless numbers. He also shares the "halo effect" study with a longtime client—tracking what a high-engagement values post does to the traditional post that follows it.

Links & Resources

• The Resilience Report: https://www.theresiliencereport.ca
• Lauren Scott's LinkedIn: https://www.linkedin.com/in/laurenscott514/
• LooseGrip: https://loosegrip.net
• The GRASP Impact Framework: https://www.graspyourimpact.com
• Neil's LinkedIn: https://www.linkedin.com/in/neilcallanan/
• Mentioned in this episode:
  • IM ABLE Foundation: https://imablefoundation.org
  • MeasureCamp: https://measurecamp.org
  • Iron Viz (Tableau): https://www.tableau.com/community/iron-viz
  • Traction / EOS: https://www.eosworldwide.com
  • Stefan Sagmeister, "The power of time off" (TED): https://www.ted.com/talks/stefan_sagmeister_the_power_of_time_off
  • Patagonia Worn Wear: https://www.patagonia.com/worn-wear/

For our season 1 finale, the tables turn as host Neil Callanan steps into the guest seat to be interviewed by critically acclaimed host, Senior Producer, and CEO at ohitsBigRon Studios LLC, Ronald Young Jr. Neil shares the story behind LooseGrip, his 17+ year digital agency that evolved from general marketing services to a specialized focus on data storytelling for purpose-driven brands.

He opens up about his personal journey, detailing how experiencing the profound personal tragedy of losing his four-year-old son, Shea, transformed not only his family and his world, but also how he leads his business, interacts with clients, and embraces authentic human connection.

Neil and Ronald dive deep into everything from activism and data to how bold, progressive messaging and commercial performance aren’t mutually exclusive. The conversation concludes with a candid reflection on intentionality, grief, building strong teams, and the essential freedom to "f**k around" in pursuit of doing great work.

Follow & Connect:

• LooseGrip: https://loosegrip.net/
• LooseGrip LinkedIn: https://www.linkedin.com/company/loosegrip/ 
• Neil Callanan LinkedIn: https://www.linkedin.com/in/neilcallanan/ 
• Ronald Young Jr. LinkedIn: https://www.linkedin.com/in/ronaldyoungjr/ 
• Ronald Young Jr.: https://www.ohitsbigronstudios.com/big-ron 

Neil & Ron’s Recs:

• Rob Delaney: https://www.robdelaney.com 
• The Art of Non-Conformity by Chris Guillebeau: https://chrisguillebeau.com/ 
• Capo Italian Deli: https://capodeli.com 
• Ben's Chili Bowl: https://www.benschilibowl.com/ 

In this episode, host Neil Callanan is joined by Belinda Borck, the Global External Affairs and Reporting Lead at Tony's Chocolonely and Tony's Open Chain. Belinda shares the brand's 2005 origin story, when a Dutch journalist sued himself to expose child labor and tracking failures in the chocolate industry. Moving from a "lonely fight" to an industry-wide collaborative engine, she explains how they open-source their ethical framework, helping over 22 corporate allies eliminate exploitation across the cocoa sector.

Neil and Belinda dive into the mechanics of turning dry supply chain KPIs into relatable human stories. Belinda also breaks down their five core sourcing principles, opening up about the real value of traceability, sticking to five-year commitments, and embracing radical transparency even when it brings tough headlines. It’s a candid look at how a profit-driven business can scale industry-wide change, shake up old market practices, and actually move the needle on global sustainability legislation.

Links & Resources 

• Tony's Open Chain: https://www.tonysopenchain.com 
• Tony's Chocolonely: https://tonyschocolonely.com 
• Belinda’s LinkedIn: https://www.linkedin.com/in/belinda-borck/ 

• Belinda's recs
  • Natura: https://www.naturabrasil.com/ 
  • The Poisonwood Bible by Barbara Kingsolver: https://www.harpercollins.com/products/the-poisonwood-bible-barbara-kingsolver 
  • Poetry Pharmacy: https://www.poetrypharmacy.co.uk 
  • Small World: https://smallworldcatering.nl/ Binnen Oranjestraat 14, 1013 JA Amsterdam, Netherlands

In this episode, host Neil Callanan sits down with Les Szabo, Chief Strategy and Impact Officer at Dr. Bronner’s, to explore how purpose-led businesses create impact, from frontline employees to thousands of global smallholder farmers. They discuss rising consumer skepticism and how the Purpose Pledge fights back against greenwashing while preserving mission integrity across decades.

Moving past standard marketing conversations, Neil and Les explore how a brand can authentically embed structural equity, fair supply chain architectures, and deep stakeholder accountability directly into its foundational DNA. Through the lens of Dr. Bronner’s decades-long history, their conversation demonstrates that consistent commercial growth and systemic integrity can work in tandem without sacrificing one for the other.

• Follow Les and Dr. Bronner's
  • Dr. Bronner's: https://www.drbronner.com 
  • The Purpose Pledge: https://www.purposepledge.org 
  • Follow Les on LinkedIn: https://www.linkedin.com/in/les-szabo-5a214314/ 

• Les's recs
  • Gallant: https://www.gallantintl.com 
  • Living Harvest: https://www.livingharvest.com 
  • Incorruptible by Eric Ries: https://www.incorruptible.co/ 

• Get your sandwich coffee
  • Coffee Time: https://www.coffeetimepdx.com

In this episode, host Neil Callanan sits down with Jennifer Krupey, VP of Marketing and E-commerce at HydraPak. Jen shares what it’s like leading a brand that operates both as a consumer-facing company and as a major OEM partner for household names like Osprey, Salomon, and Patagonia. Tune in to hear how real-world customer research at ultra-marathon aid stations helped inspire the development of HydraPak’s highly acclaimed SpeedFill Cap and other athlete-driven innovations.

The conversation also explores HydraPak’s deep commitment to sustainability across the entire product lifecycle, from tackling the complex challenge of TPU plastic recycling to advancing its ambitious Sustainable Racing program. Jen shares firsthand insights from the recent Paris Marathon, where more than 55,000 runners successfully eliminated single-use cups in favor of reusable Speed Cups. Along the way, she discusses why marketers should look beyond traditional return-on-ad-spend (ROAS) metrics toward a more holistic view through Marketing Efficiency Ratio (MER), and how standing behind premium, built-to-last products can create lasting brand loyalty and equity.

• Follow Jen and HydraPak
  • HydraPak: https://hydrapak.com 
  • HydraPak’s LinkedIn: https://www.linkedin.com/company/hydrapak 
  • Jennifer’s LinkedIn:http://linkedin.com/in/jenkrupey 

• Jen's recs
  • Osprey: https://www.osprey.com/
  • Salomon: https://www.salomon.com/ 
  • Trash Panda Disc Golf: https://trashpandadiscgolf.com/ 
  • Arc'teryx Rebird: https://rebird.arcteryx.com/ 
  • Amp It Up by Frank Slootman: https://www.amazon.com/Amp-Unlocking-Hypergrowth-Expectations-Intensity/dp/1119836115 
  • HydraPak Gear Garage (YouTube): https://www.youtube.com/channel/UCNpHKeQ3PgDSlsFKaWEAsyw 
  • The Italian Store: https://www.italianstore.com/ 5841 Washington Blvd, Arlington, VA 22205 

Neil Callanan sits down with Charlie Clark, Director of Philanthropy at Cotopaxi, to explore how the iconic “Gear for Good” outdoor brand translates its vibrant identity into global impact. They dive into Charlie’s journey, from working at local gear shops to leading Cotopaxi’s foundation, and discuss the company's origin as a purpose-built vehicle for poverty alleviation.

They also unpack the nuances of trust-based philanthropy, the danger of restrictive funding, and how Cotopaxi navigates the tension between selling premium products and serving vulnerable communities.

• Cotopaxi: https://www.cotopaxi.com/
• Cotopaxi Foundation: https://www.cotopaxi.com/pages/foundation 
• Instagram: instagram.com/cotopaxi
• LinkedIn: linkedin.com/company/cotopaxi
• Facebook: facebook.com/cotopaxi
• TikTok: tiktok.com/@cotopaxi
• Charlie Clark on LinkedIn: https://www.linkedin.com/in/charlieclark-pdx/

• MiiR: https://www.miir.com
• Trust-Based Philanthropy Project: https://www.trustbasedphilanthropy.org
• MIT Abdul Latif Jameel Poverty Action Lab: https://www.povertyactionlab.org
• UN Foundation: https://unfoundation.org
• World Centric: https://www.worldcentric.com
• Saalt: https://saalt.com
• The Broken Earth Trilogy by N.K. Jemisin: https://nkjemisin.com/series/the-broken-earth

• Taste Tickler: http://www.tastetickler.com

In this episode, host Neil Callanan is joined by Seth Laxman, the Advocacy and Activism Campaigner at Lush Cosmetics North America. Seth discusses how his background at Greenpeace USA informed his current role, where he transforms 200 retail locations into hubs for social and environmental movement-building. They explore the unique Lush model of "in-store campaigning," which treats social issues with the same creative energy and marketing "treatment" usually reserved for major retail holidays like Valentine’s Day.

The conversation dives into the tactical realities of turning retail staff into "boots on the ground" organizers through intensive training and the internal "We Believe" statement that mandates advocacy across the business. Seth shares insights on Lush’s bold 2021 departure from major social media platforms like Meta and TikTok, explaining how the brand prioritizes high-quality, face-to-face human interactions over digital data points. Listeners will walk away with a deeper understanding of how to embed purpose into the foundational DNA of a company rather than treating it as a side initiative.

• Follow Seth and Lush Cosmetics
  • Lush Cosmetics North America: https://www.lush.com/us/en_us (The official website for the fresh, handmade cosmetics brand).
  • Lush Cosmetics LinkedIn: https://www.linkedin.com/company/lushcosmetics/ (The primary social platform where the brand maintains an active presence).
  • Seth Laxman LinkedIn: https://www.linkedin.com/in/sethlaxman/ (Seth's personal professional profile).

• Seth's recs
  • Greenpeace USA: https://www.greenpeace.org/usa/ (Seth’s former organization where he served as a climate campaigner). 
  • People vs. Fossil Fuels: https://peoplevsfossilfuels.org/ (A coalition Seth worked alongside during his time in environmental advocacy). 
  • Seventh Generation: https://www.seventhgeneration.com/ (A brand Seth looks up to for their advocacy work).
  • NY Renews: https://www.nyrenews.org/ (The coalition behind the Build Public Renewables Act supported by Seventh Generation).
  • Maintenance Phase: https://www.maintenancephase.com/ (A podcast Seth recommends that debunks health misconceptions).
  • Ministry for the Future by Kim Stanley Robinson: https://www.hachettebookgroup.com/titles/kim-stanley-robinson/the-ministry-for-the-future/9780316300131/ (A climate fiction book Seth recommends for its imaginative storytelling).

• Get your sandwich
  • Brooklyn Hero Shop: https://brooklynheroshop.com/ (Seth’s local spot for classic, giant sandwiches—specifically the fried chicken cutlet).