How Cotopaxi Created a Brand That Puts People First
Consumers today are increasingly drawn to brands with a clear sense of purpose—companies that stand for something beyond profits. For outdoor-gear company Cotopaxi, a sense of purpose is not just an approach to marketing, but the foundation of its identity. The company’s core belief is to “see the world and make it better,” Brad Hiranaga, Cotopaxi’s chief brand officer, told From Day One. “People can go anywhere in the world, close or far, have an experience outside, with a community, with a different culture, and then [through that experience] they naturally will develop empathy and a compassion for other people that they wouldn’t have had before. That belief gets straight to the purpose of moving people to do good, which is why Cotopaxi was created,” Hiranaga said.Cotopaxi, named after one of the world’s highest active volcanos, has placed social impact and environmental responsibility at the heart of its mission, a commitment that touches every part of the brand and resonates with both customers and employees. Cotopaxi was co-founded in Salt Lake City in 2014 by entrepreneur Davis Smith, a Wharton MBA grad who had spent much of his childhood in Latin America. “During his formative years, Smith recognized that the difference between himself and the children he saw living on the street could be attributed largely to the countries that they were born into. This experience sparked in him a desire to combat poverty in production countries and around the globe,” wrote Quest Outdoors.The purpose-driven company strives to alleviate poverty, support sustainable development, and take accountability as a force for good. Cotopaxi has contributed over $3.3 million to the Cotopaxi Foundation, directly supporting vetted nonprofits focused on expanding access to education, housing, health care, climate solutions, and meaningful employment in underserved communities. “Adventure inspires us to see the world and make it better,” their mission statement reads.Their marketing aligns with the concept of making a positive impact, with the company’s mission statement prominently displayed above their products on the website. How have they built an authentic purpose-driven brand, and what can others learn from their journey? Hiranaga shared key insights in an interview with From Day One.Creating a Human-Centered BrandAt the core of Cotopaxi’s brand identity is a commitment to values-driven marketing, which means looking at both the product and the consumer through a values-focused lens, says Hiranaga. A key part of their approach is a focus on design, emphasizing timelessness to support sustainability, transparency in manufacturing, and a playful touch with their bold but recognizable use of colors and llama logo. Their products are made from sustainable materials to help limit dependence on fossil fuels and to reduce waste. They take this one step further by offering a (Re)Purpose product line, made from fabric left over from production runs. Not only does this help keep their scrap materials out of landfills, but it also creates a one-of-a-kind design for every backpack, jacket, and fanny pack.From Day One spoke with Brad Hiranaga, Cotopaxi’s chief brand officer (company photo)“We want them to be human-centered in their design. [That’s why we’re] thoughtful in terms of giving you the room to carry things or to keep it waterproof,” said Hiranaga. Similarly, the product promotions on their site feature deliberate language that ties the gear back to their mission, “Gifts for Good” and a focus on responsible gifting during the holiday season.The company’s commitment to authentic design also helps distinguish them from other outdoor brands. When asked what sets them apart from other companies, Hiranaga points to both their purpose and their emphasis on accessibility. Outdoor gear is often expensive and traditionally marketed for a narrow demographic. Cotopaxi works to make gear more accessible to a wider range of people. “We’re an outdoor brand that has great technical, functional products, so that if you want to go ski, or you want to go hike through something, or you want to climb, there’s gear that we’ve got that does that,” said Hiranaga. “But at the same time, we’re trying to be an accessible brand, so that people who aren’t super deep into the outdoors also feel comfortable with the style and price points, so that they can come into the brand and feel like they can start to explore different parts of the outdoors.”Growth With PurposeAlong with thoughtful design, the company has a dedication to growth, which the company believes gives it the ability to “[use] that power for good.” Meaning the more they grow as a company, the more they can contribute to the good of the world through higher donations and rising wages. In its 2023 Impact Report, Cotopaxi underscores the value of living wages, stating that they “attract and retain top talent, but also create a sense of safety and satisfaction among employees that allows them to do their best work. Cotopaxi believes that businesses should create value for their employees and communities, and deploying living wages is a primary way to share this value with its stakeholders.” This give workers the freedom to give back, travel, volunteer, and explore—all of which are central to the company’s mission.Cotopaxi takes pride in sharing values with its manufacturing partners, like Bestitch Knits, located in Chinnakarai, India. This factory specializes in producing high-quality T-shirts, hoodies, and joggers, all crafted from organic cotton. By prioritizing organic materials, they not only support environmental sustainability but also contribute to the well-being of the workers. Cotopaxi supports the factories’ Fair Trade program, where it contributes an additional 1% of their ordering costs back to the workers. These extra funds are instrumental in financing several key initiatives ensuring that workers and their families have access to essential resources. Among the programs: supporting a free breakfast program, providing education grants, and funding periodic onsite medical clinics. This commitment underscores Cotopaxi’s dedication to fostering a healthier, more equitable workplace.Ultimately, “it’s about how we run our business, and making sure that we’re transparent and that we’re sharing what we learn, and looking for ways to benchmark ourselves so that we can do better. So when you take all of this together, it’s not just one element. It’s really thinking about the whole human experience,” Hiranaga said.Extending the Mission Through “Music for Good”Cotopaxi’s latest campaign is passing the mic to some voices in the music industry, including Tierra Whack, who is focused on giving back to her North Philadelphia roots. The collaboration is part of the company’s Music For Good campaign, partnering with purpose-driven musicians through new products like the customized “Whack Pack,’” which supports FamFrequency Productions, a non-profit that Whack volunteered with. “With our Music For Good series, we’re supporting artists making the world a better place through their music. For one-of-a-kind artist and Philadelphia native Tierra Whack, it’s all about showing some love to the youth of Philly,” their site reads.The link between music and Cotopaxi’s products felt organic—concerts and festivals naturally bring people together, so “there was a natural place for Cotopaxi and music to sync up,” Hiranaga said. “That’s when the magic of the partnership can take off, and then you start to innovate and do more things together. It [becomes] less transactional and much more meaningful,” he said.Keeping the company’s work meaningful is a priority as it explores new partnerships and opportunities. But how does Cotopaxi ensure that initiatives like Music for Good stay authentic? Hiranaga says choosing the right partner is key. Not only does collaboration bring attention to the brand and the artist, but also the nonprofit partners that Cotopaxi is proud to be working alongside. “We love to bring our partners along [in these ways], to highlight the work that they’re doing, and then get more reasons for people to come in and either donate directly to their organizations, or make a purchase of Cotopaxi that they know will go to supporting our foundation that supports them.” These links align their commercial efforts with doing good, reinforcing strong ties to the values that are core to the brand.The Future of Purpose-Driven Brand and Marketing EffortsWhat does the future hold for purpose-driven marketing, and how can companies authentically integrate purpose into their identity? It comes down to a few things, says Hiranaga. First, the company’s purpose must be authentic and true to its origins—whether it’s rooted in the reason the company was founded or the opportunity it identified to improve people’s lives by solving a consumer problem. That purpose needs to align with the core of the business and the value it delivers. “It has to be authentic and true to whatever business they’re in,” Hiranaga said.The second tip Hiranaga offers is that a company’s purpose must resonate beyond a transaction. “It has to be more emotional and bigger than just thinking about the business, and there has to be values within it that people can see themselves in,” he said. Each backpack, jacket or hat, tells a story of responsible impact, inspiring employees and consumers to see themselves as part of a larger mission. This connection to purpose makes their products feel meaningful, not just functional.Also important is having a purpose that can create connections and partnerships. “Everything comes back to partnership and collaboration with others. There’s no way one brand can create a movement on its own,” he said. Having a purpose that enables this kind of connection is a powerful way to drive impact. It opens the door to new collaborations and innovative partnerships, allowing companies to expand influence even further. “There are all sorts of ways to partner and connect, creating bigger ecosystems through who you work with, allowing you to reach new audiences and different people who don’t know about your brand.” And for a smaller brand, that’s imperative, says Hiranaga, as it opens up exciting opportunities for growth, innovation, and more positive change in the world.Erin Behrens is an associate editor at From Day One.(Featured photo by Cotopaxi)
Erin Behrens
December 11, 2024
