In part two of this four part series on Patagonia, Ryan Honeyman sits down with longtime company insider Vincent Stanley to explore what it really looks like to build a business around environmentalism, not just marketing language. Recorded in 2019 for Next Economy Now, the episode traces Patagonia’s evolution from a small “dirtbag” climbing crew into a global company that still tries to protect the places and communities it depends on.
The conversation moves from culture and hiring into the messy realities of growth. Vincent describes the “pain points” that emerge when a values-driven company crosses certain thresholds in size, and what happens when you bring in seasoned operators from more conventional brands. He and Ryan talk through tensions between old-timers and new hires, the challenge of keeping autonomy and agency alive on the retail floor, and how the “let my people go surfing” ethos translates in Reno distribution centers and stores in New York or Austin.
From there, the episode widens into activism, democracy, and justice. Vincent shares Patagonia’s role in defending Bears Ears National Monument, why they calculated and gave away their corporate tax windfall under the Trump administration, and how their benefit corporation status shaped the legal case. He and Ryan compare corporate activism that stays close to a company’s expertise with broader stands on democracy and racial justice, talk about James Baldwin’s reminder that racism is a white problem, and connect biodiversity loss, climate change, and the fragile state of democratic institutions.
This episode is being resurfaced on Beyond the B because it sits at the intersection of culture, policy, and planetary limits that so many B Corps are wrestling with today.
What You’ll Learn
Learn how Patagonia’s early “dirtbag” roots still shape its expectations for employee autonomy, physicality, and bringing your full self to work
Discover what happens inside a growing company at key headcount thresholds, and why bringing in experienced people from bigger brands can create both friction and renewal
Explore how Patagonia thinks about hiring for both technical skill and values alignment, and why some impressive outsiders thrive while others “get rejected by the body”
Understand how the “let my people go surfing” philosophy shows up today for retail workers, distribution center staff, and parents navigating family leave
Hear the story behind Patagonia’s challenge to the Trump administration over Bears Ears, including how their benefit corporation purpose informed the legal strategy
Learn why Patagonia invests in tools and training for small grassroots groups, not just grants, and how that work links to lobbying, policy engagement, and civic skill-building
Discover how Vincent connects racism, privilege, and historical harm to the same mindset that drives environmental exploitation and biodiversity loss
Explore why he sees climate change as the biggest political issue but biodiversity loss as the deepest environmental crisis, and what that implies for business responsibility
Quotations
“We have these moments where you outgrow your old way of being together, and you have to reinvent the system as well as your habits.” — Vincent Stanley
“If you bring in people from conventional companies who want something more, they can really flourish here; if they just want to replay their last job, it usually does not work.” — Vincent Stanley
“The idea is not that you sneak out to surf or run at lunch, it is that everyone understands and covers for each other so you can actually live that way.” — Vincent Stanley
“Climate change is the biggest political fight, but the deepest environmental problem is the loss of biodiversity and our refusal to make room for the whole web of life.” — Vincent Stanley
Links Mentioned in Today’s Episode
We Want to Hear from You
We want to hear from you! Email us at beyond@lifteconomy.com with requests for content, suggestions for future guests, and feedback about our episodes.
Unlock Your Free B Corp Values Assessment
Our 200 point B Corp assessment tool helps you measure how well your organization embodies B Corp values. Get it for free today! https://go.lifteconomy.com/b-corp-newsletter
B Corp Consultant
Interested in certifying, recertifying, or maximizing the value of your B Corp certification? Learn more about our B Corp consulting services at LIFT Economy: https://www.lifteconomy.com/secrets-of-b-corp-consulting
Gratitude
Thank you to Corey Lien, Nozomii Torii, and Kirsten G. Bryant for being our monthly contributors at Beyond the B!