Saving Our Home Planet: Inside Patagonia’s Social Media Philosophy

In this episode of 'Social Media for Social Impact,' host Misha Ette discusses with Felipe Guzman, Patagonia's Social Media Lead, how the brand uses digital platforms to drive environmental activism and community engagement. The conversation covers Patagonia's mission to save the planet, their innovative campaigns like 'Vote Her' and 'Don't Buy This Jacket,' and their approach to staying authentic and values-driven in social media. Guzman shares insights on balancing brand risks, managing online backlash, and cultivating a loyal, values-aligned community. The episode also highlights Patagonia's upcoming 'Work in Progress' report, showcasing the brand's commitment to transparency and continuous improvement in sustainability.

00:00 Introduction: Challenging Consumerism

00:29 Welcome to Social Media for Social Impact

01:29 Patagonia's Mission and Social Media Strategy

02:18 Building Authenticity and Community

08:15 Campaigns and Creative Strategies

17:02 Navigating Online Backlash

21:09 The Power of Community Stories

23:38 Defining Success and KPIs

25:41 Exciting Update: Work in Progress Report

28:19 Tailoring Content Across Platforms

30:52 Final Thoughts and Advice

• Patagonia Work in Progress Report 2025: www.patagonia.com/progress-report

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