Hi, I’m Sam Chavez!

I'm a Knurd, are you?

I am a queer, Latine, New Mexican American activist who’s passionate about a livable planet, belonging, and equitable societies.

I founded the roots of change agency in 2020 to meet the needs of activists and communicators to:
    Empower & sustain 
    Develop storytelling
    Spread empathy
    Cultivate connection
    Build social change

I founded Roots of Change to harness my storytelling and 12+ years of marketing experience to cultivate connection that leads to lasting social change. Working with Fortune 500 companies (Wells Fargo), tech startups (Amazon Web Services), and now non-profits (Community Grows) and political organizations (Swing Left), I recognized the biggest mistake communicators make is missing the need for connection.

Growing up as a closeted queer kid in a conservative Texas family shaped my approach to activism and understand the urgency of shifting our culture away from harmful systems.

"If I do not speak in a language that can be understood there is little chance for a dialogue." - bell hooks

I'm passionate about social justice, equitable finance, mutual aid, and combating the climate crisis. I bring a data-driven, empathic, and storytelling approach to strategic digital communications.