Some companies ignore social responsibility and some dabble in it, but some — like @GearForGood — fully embrace it, with a “people and planet over profit” mindset.

This week I sat down with Annie Agle, Director of Brand and Impact at B Corp-certified Cotopaxi, and Carie Behe, GTM Marketing Manager at Cotopaxi. We talked about how their brand marketing works with their brand mission to create a company where, according to Annie, social responsibility “lives alive and well in every single role and is championed in the hearts and roles of every employee.”

What we discussed:
- The aspects of Cotopaxi’s messaging and mission that drew both Annie and Carie to the company
- How Cotopaxi uses its products and marketing to reduce poverty, promote sustainability and champion humane practices around the world
- Why it’s important to educate consumers and use the power of marketing to inform and inspire, rather than to lure and brainwash
- How to use your brand’s core values to steer your company toward an authentic approach to corporate social responsibility
- The importance of integrity and cohesion in both outward messaging and behind-the-scenes decision making

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