Pants problems

I decided 2023 was going to be my year of comfort. My subtitle for this year is "no real pants". So, like any conscious consumer in 2023, I immediately searched "comfortable work pants" in Instagram, knowing I would get flooded with targeted ads. "Let them come" I thought, anxiously awaiting my comfortable future.

An ad I keep getting is for Coalatree, maker of lots of clothing but in particular, pants.

1. Who created this message: Coalatree, or whomever their ad company is. It's definitely made by an advertiser hoping to attract an outdoorsy, eco-conscious consumer (more on that in number 4)
2. Instagram/social media ads have the benefit of video, so you can see the products in use. If you go to Coalatree's website (https://coalatree.com/) the photos they have for their products honestly don't sell them that well. Using video ads are helpful since you can see the pants in motion, and see way they're being used. For example, seeing someone hike up to a mountain with a bouldering pad on their back sends the message "you can wear these for all sorts of activities". Another creative technique that is mostly marketing is their pants are "gender-less". They have sizing XS through XXL and do not break down the fit or sizing by gender. Ironically, they DO have binary gender clothing selections at the top of their website and then have their gender-less pants in both. And, they make no distinction in their copy about HOW these are actually designed for people of every gender (for example, how do they account for the larger waist:hip ratio of people who go through estrogen puberty, versus the smaller ratio of those who go through testosterone puberty).
3. As a non-binary person, any time a brand presents itself as gender-inclusive, my ears perk up and I get quite skeptical. Saying something CAN be used by all genders is not the same as saying it is made FOR all genders, and I think this is an example. I do appreciate they have the length listed for their pants so you can make a purchase based solely on measurement.
4. Eco-conscious is a huge value that's pushed by this company. Their website has a lot of detail about this but it doesn't come through much in their advertising. Unlike some companies that claim to be eco-conscious, Coalatree does seem to actually put this into practice and they have a lot of detail on their website. Although their models are somewhat diverse, the people protrayed in their video ads are definitely your typical "outdoorsy" person you see in Colorado (where Coalatree is founded). They do partner with organizations that serve marginalized or oppressed communities, but their ads represent the thin, white-presenting, straight/cis-presenting, non-disabled people that are typically represented in outdoor culture
5. To sell pants and clothes. I imagine the clothing space is pretty crowded, especially for small brands, so I think you have to work hard to stand out. Coalatree is going for all the appeal: versatile, outdoor friendly, activity friendly, eco-conscious, inclusive. I think they're trying to tick all the boxes hoping something will stick.