COST OF GOODS SOLD
A Podcast as a Tool for Brand Growth & Positioning.
During the pandemic lockdowns, I launched The Cost of Goods Sold—a podcast exploring the environmental and social costs of the things we buy. This co-branded initiative with Hip Mommies was both a passion project and a strategic marketing tool. Designed to spotlight sustainability, responsible manufacturing, and conscious consumerism, the podcast became a platform for authentic storytelling, industry thought leadership, and deeper engagement with ethical brands and like-minded consumers.
Roles
Creator, Producer, Host
Tools
Adobe Audition, Photoshop, Descript, Audacity, Riverside.fm, Captivate.fm, Youtube
Methods
Marketing Strategy, Podcast Development & Production, Brand Positioning, Storytelling, Community Engagement, Content Creation, Audio Editing
Timeline
30 episodes
CHALLENGE
How can we use podcasting as a strategic marketing tool to build brand authority, engage new audiences, and position Hip Mommies at the center of sustainability conversations?
During lockdowns, traditional networking and industry events came to a halt, limiting opportunities to connect with like-minded brands, potential suppliers, and the broader sustainability community.
To bridge this gap and position Hip Mommies as a trusted voice in the space, I launched The Cost of Goods Sold podcast—a strategic marketing tool designed to foster conversations, build brand authority, and engage new audiences. By using podcasting as a platform, I was able to showcase industry leaders, highlight responsible business practices, and strengthen Hip Mommies’ presence in the sustainability conversation. While creating valuable, evergreen content that extended beyond the pandemic.
Notable Guests & Conversations
- Alain Ménard, The Green Beaver Company – The impact of choosing natural sunscreen & personal care products
- Kendall Glauber, NextWave – Preventing plastic pollution, upcycling ocean-bound plastics & supporting informal waste workers
- Anong Migwans Beam, Beam Paints – Handcrafted watercolors in plastic-free packaging & Indigenous paint traditions
- Sheena Russell, Made With Local – Nourishing snack foods with community focus & social impact
- Kristy O’Leary & Brianna Brown, Decade Impact – B Corp certification, greenwashing & conscious consumerism
- Yash Presswalla, Impact Skateboard Club – Skateboarding as a vehicle for social change, accessibility & youth outreach
- Katherine Ellison, Bright Planet Pet – Plant-based, sustainable dog treats & lowering your dog’s carbon pawprint
- Amy Welsman, Paume – Launching a plastic-neutral, luxury hand sanitizer during the pandemic
- Megan Takeda-Tully, Suppli – Tackling single-use plastics & reducing takeout waste
- Kimberlee West, Kid Swag – Mindful representation & diversifying product lineups
Impact & Takeaways
Through 30 episodes, I interviewed innovators at the intersection of design, purpose, and social responsibility, creating content that resonated with both B2B and B2C audiences. The podcast attracted over 3,000 unique listeners, strengthening brand awareness, credibility, and partnerships while reinforcing Hip Mommies’ position in sustainability-focused conversations.
The Cost of Goods Sold was a tool for meaningful conversations and relationship-building. It allowed me to connect with industry leaders, amplify important discussions, and reinforce Hip Mommies’ commitment to sustainability. While the podcast concluded in 2022, its impact continues through the connections, collaborations, and insights it fostered.
This experience also led to the opportunity to lead The Carbon Almanac Podcast Network, expanding the conversation from sustainable products to the broader climate movement, further solidifying my role in impact-driven storytelling and strategic content creation.
“The place where businesses who want to make change should be! … Jenn is so good – she asks the hard questions, makes you think, and wants to dig deep into what brands should be doing for our future to be different from the path we’re currently on. She is a natural on the mic and it shows. I learn something new each and every episode. Keep it up!!!!”
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