Joy Howard, CMO of Back Market and former marketing leader at Sonos and Patagonia, discusses her transition from promoting new gadgets to championing refurbished electronics. The conversation highlights the environmental benefits of choosing secondhand devices and addresses the shift in consumer values towards sustainability. Joy shares insights into innovative campaigns like 'Downgrade Now,' which challenges typical consumer habits, and explores the evolving landscape of trust in advertising, particularly in the context of traditional media versus social platforms.