Traditional retail is designed to drive the next transaction, but Patagonia is built to drive a movement. Angela Clark, VP of Digital at Patagonia, joins Marie Schwartz to discuss leading a digital organization where activism is a primary KPI and short-term conversion is never the goal. Activism as a Metric: Why Patagonia treats a local cleanup sign-up with the same weight as a high-value product purchase. The Used Gear Edge: How side-by-side "New vs. Used" product pages have transformed customer acquisition and brand transparency. Membership vs Loyalty: Why the brand ditched the points-and-coupons model for a community-led experience guided by a company philosopher. Authentic Transparency: Moving beyond "greenwashing" by openly discussing the challenges of global manufacturing and carbon-heavy supply chains. Stop building for the next quarter. Start building for the next generation.