Storytelling for the Planet: How Patagonia's Felipe Guzman Balances Business, Activism & Community on Social Media

What if corporate activism could actually feel grassroots? Felipe Guzman, Social Media Lead at Patagonia, shares what it's really like to tell climate stories for one of the world's most mission-driven brands—from creating "Fan Mail" videos based on their own critics to wrestling with when (and how) to speak out on social issues. Felipe opens up about his path from DACA recipient working retail at REI to leading digital strategy at Patagonia, why the company refuses to call itself "sustainable," how Patagonia Action Works connects people with real environmental campaigns, and what went into releasing their brutally honest 2025 Work in Progress report. From boots-on-the-ground organizing in his hometown to navigating the three-second attention span of social media, Felipe reveals why community—not perfection—is what actually moves the needle on climate action.Connect with Patagonia:Instagram: @patagoniaPatagonia Action Works: patagonia.com/actionworksPatagonia Stories: patagonia.com/stories