Profit and Purpose

Jack Gray, President of Parks Project, shares his journey in merging business growth with environmental impact through the celebration of national parks. He explains how the brand connects product design with purpose, funding conservation projects with every sale.

Learn from:
• The Roots of Parks Project (3:38) – How a simple hike sparked the creation of a brand focused on trail restoration and sustainability.
• Creative Beginnings (6:59) – From grassroots T-shirt designs to securing major retail partnerships with Urban Outfitters and REI.
• Collaborations with Impact (10:45) – How strategic partnerships with brands like Vans and New Balance amplify the brand's purpose.
• Evolving Purpose-Driven Strategies (14:02) – Shifting focus to empower individuals and expand the brand's impact on local parks.
• Leadership and Company Culture (17:23) – Jack’s take on building a creative, team-oriented culture in a values-driven organization.

Follow Parks Project on LinkedIn and find them at www.parksproject.us for updates and collaborations.

Breanna Greenberg is a seasoned marketing leader passionate about helping brands foster deeper connections with their customers. With extensive experience supporting purpose-driven businesses, Breanna shares how brands can build community, align with their values, and drive measurable impact.

Learn about:

• Redefining Relationships (1:55) – Moving beyond transactions to build lasting connections with customers
• Purpose Meets Action (6:34) – Balancing mission with business realities to create authentic impact
• Crafting Brand Moments (11:12) – The art of creating experiences that resonate with values-driven consumers
• Metrics that Matter (18:27) – Key indicators of brand success, including branded search volume and purchase share
• Sustaining Loyalty (22:45) – Strategies for keeping customers engaged and committed to your mission

This episode dives into actionable strategies for brands aiming to make a meaningful difference while achieving sustainable growth.

Breanna Greenberg on LinkedIn: https://www.linkedin.com/in/breannagreenberg/

Stratia Skincare: https://www.stratiaskin.com/

Avril Tomlin-Hood is the founder and CEO of BOA, a digital marketing agency dedicated to sustainable, high-performance advertising campaigns for better-for-you CPG brands. With over 15 years of media buying experience, Avril has become a trailblazer in decarbonizing the digital advertising ecosystem by aligning strategy with sustainability.

In this episode, Avril shares her unique journey and the cutting-edge practices her agency employs to reduce environmental impact while delivering results. Learn from:

• Avril’s Career Evolution (1:00) – From PR to leading sustainable digital media strategies
• Decarbonizing Digital Advertising (5:20) – Understanding the energy impact of the digital ad supply chain and actionable solutions
• Metrics That Matter (7:00) – Using Scope 3 and other tools to measure and reduce carbon intensity in campaigns
• Authenticity in Green Marketing (9:40) – Helping brands cut through greenwashing with genuine sustainability efforts
• Partnering with Like-Minded Agencies (12:50) – Why values alignment matters in agency-client relationships

Tune in for actionable insights on how brands and agencies can embrace sustainable practices to drive profitability and purpose.

Check out Boa at https://weareboa.com/

Find Avril at https://www.linkedin.com/in/avril-tomlin-hood-28a32267/

Alexandra Vailas, Senior VP of Creative and Community at DYPER, leads the sustainable diaper brand’s mission to reduce landfill waste with innovative solutions for eco-conscious families. Leveraging a unique background as a brand influencer and consultant, Alexandra has transformed DYPER’s approach to diapering, emphasizing authenticity and impact in a crowded market.

In this episode, Alexandra shares her journey from influencer to senior executive, building a purpose-driven brand and balancing sustainability with business growth. Learn from:

• Alexandra’s Eclectic Career Path (1:48) - From PR and influencer marketing to leading DYPER’s community strategy
• Mission-Driven Marketing (17:45) - Navigating the challenge of connecting purpose with consumer needs without shaming or fear tactics
• Innovating the Diaper Industry (20:24) - Developing compostable diapering services to tackle waste with convenience for parents
• Building Consumer Trust (22:40) - Using independent testing and certifications to establish transparency and credibility
• Balancing Purpose with Profit (27:46) - Growing customer lifetime value while staying true to DYPER’s mission

Find Alexandra on LinkedIn: https://www.linkedin.com/in/alexandra-vailas/

Learn more about DYPER: https://dyper.com

Sheeva Sairafi is a startup executive with experienced founding companies, raising capital and building brands. She came from a background in consumer products, but left the corporate world eight years ago and has since led three mission driven startups.

Most recently, Sheeva was co-founder and President at HoldOn. HoldOn makes more sustainable bags for food storage and trash management that are fully functional while being home compostable. 

In this episode, Sheeva shares her journey founding multiple purpose-driven brands and lessons learned building a community following for sustainable products. Learn from:

• Sheeva's Mission-driven Focus (0:53) - How finding a north star purpose led from one opportunity to drive impact to another
• The Entrepreneurial Leap (1:34) - Pivoting from a corporate role to startup founder
• Scaling Impact (8:44) - Discovering the intersection of doing good and making an impact at scale
• Simplicity in Sustainability  (12:23) - How to make it easy for consumers to adopt better habits
• Community and Transparency (27:30) - The power of certifications and transparency to build community trust in a company and brand

Find Sheeva on LinkedIn:  https://www.linkedin.com/in/sheevahope/

Learn more about HoldOn: https://holdonbags.com/

Learn more about Boobcube: https://www.boobcube.co/

Dr. Kathrin Hamm is the founder and CEO of Bearaby, an award-winning sleep-wellness company known for its signature patented knitted weighted blankets. Bearaby was named one of America’s fastest-growing Companies by Inc. 5000 in 2022 and has won multiple design and innovation awards, including the Red Dot Design Award and Fast Company’s Innovation by Design Award.

In this episode, Kathrin shares her journey to growing a sustainable-product brand as a bootstrapped, purpose-driven business. Learn from:

• Kathrin's Entrepreneurial Beginnings (1:50) - helping to build a college in Afghanistan and serve underrepresented female entrepreneurs
• The Weighted Blanket Discovery (6:09) - How a personal struggle with insomnia led to a new product innovation
• Crowdfunding Success (12:02) - The surprising Kickstarter campaign that confirmed product-market fit
• Grassroots Marketing  (18:04) - Creating micro-moments of surprise to build brand awareness
• Commitment to Sustainability (22:30) - How the brand is maintaining its commitment to craftsmanship and organic materials, and bringing consumer transparency to the product supply chain

Find Kathrin on LinkedIn: https://www.linkedin.com/in/kathrinhamm1/

Learn more about Bearaby: https://bearaby.com/

Welcome to the intro episode of the Profit and Purpose Show! Our mission is to inspire and equip CPG business leaders to create profitable and purpose-driven businesses.

What to expect in this episode:

• Introduction to host, Tyler Wallis, who has spent 15 years working with startups, product marketplaces, and sustainability programs
• The role (and balance) of Profit and Purpose for the modern-day business owner
• Common challenges in building a purpose-driven brand vision
• What to expect from upcoming guest episodes