Patagonia is a global brand known not only for their leading outdoor fashion lines, but also for their focus on authenticity when connecting with their customers.

Lauren Henshaw, Community & Digital Impact Manager at Patagonia, has been overseeing their social media in Europe and has had huge success in building environmental activism and outdoor communities through socials.

Lauren chats to us about how to build a pathway to action through social channels, how to define engagement across platforms, and how to earn the trust of your audience by building safe communities to interact with.