Decarbonize Media with Avril Tomlin-Hood of boa
While many businesses and individuals are answering the call to be more impact-driven and sustainably conscious, few understand just how damaging their digital footprint is to their endeavors. Today we are joined by Avril Tomlin-Hood, the Founder and CEO of boa - a Vancouver, BC-based media buying agency focused on elevating sustainably-conscious brands. Avril is here to speak about our digital carbon footprints, particularly regarding media and advertising, and how we can band together to decarbonize our online world. We discover how our online exploits impact the real world, how small and simple adjustments can make a big difference, the platforms and campaign styles that promote a low digital footprint, and the importance of being B Corp certified if sustainability is one of your priorities. Be sure to tune in to discover how Avril and her team at boa are making big strides in decarbonizing our media, and how she has made it her personal mission to create a better world for all.
Key Points From This Episode:
How what we do online impacts the real world; finding the carbon footprint of digital media.
The smaller things that impact digital footprints (file size, page brightness, auto-refresh, etc.).
How making invisible systems, visible will lead to better decisions on sustainability.
What Avril means by “decarbonize media”, and how she and her team go about it.
Why it’s important to pay attention to where and how your ads are targeted.
A closer look at how boa audits its clients to determine the work that needs to be done.
Simple adjustments that make a big difference.
Avril details all the good things that are happening in sustainable, impact-driven marketing.
Understanding how consumers rank sustainability on their list of priorities.
Effective platforms and campaign styles for reducing your digital footprint.
How Avril developed her passion for sustainability, and how she integrated it into her career.
The modern importance of a B Corp certification.
Ad Net Zero, Purpose Disruptors, Poshmark, Value Village, Solitaire Townsend, and more!
Avril’s vision for a better world.
“Everything we do online has a real-world impact.” — Avril Tomlin-Hood [0:03:27]
“The AdTech ecosystem has been designed – to churn out volume, maximize reach, and minimize cost. And that has come at a cost. Because when the primary KPI [is to] minimize cost [monetarily], it is maximizing cost when it comes to the environment.” — Avril Tomlin-Hood [0:11:55]
“I was born into it in a way. – I grew up in a very environmentally conscious household. My parents were doing things like reusing Saran wrap before that was cool.” — Avril Tomlin-Hood [0:39:57]
“Your systems have to change; the way that we look at doing business has to change fundamentally.” — Avril Tomlin-Hood [0:44:45]
“You are who you keep company with – you have to take into consideration the whole chain. If you’re a sustainably-focused brand or a purpose-driven brand, I think it’s important to think about those partnerships, too.” — Avril Tomlin-Hood [0:46:14]
“The world doesn’t need any more new stuff.” — Avril Tomlin-Hood [0:48:28]
