Back Market Launches Campaign Encouraging Use of Refurbished Tech

Back Market, a leading marketplace for professionally refurbished technology, has launched a global marketing campaign titled "Downgrade Now." The campaign aims to encourage consumers to opt for refurbished devices over new ones, highlighting potential savings and reduced environmental impact.

The "Downgrade Now" initiative challenges the cycle of frequent upgrades, arguing that older technology models are often sufficient for everyday tasks such as calls, texting, and photography. Back Market's Chief Marketing Officer, Joy Howard, stated that the campaign focuses on how people actually use technology and the benefits of choosing refurbished options.

As part of the campaign, Back Market introduced "Phone!", a refurbished smartphone designed to meet core user needs at a lower price point ($249 in the US) and with a significantly reduced carbon footprint compared to new devices. This product is curated from Back Market's catalog of high-quality refurbished smartphones.

Artist Gab Bois is contributing to the campaign by creating original artwork from e-waste. Her collection, featuring items made from discarded flip phones and Blackberry components, is scheduled to launch on December 5. The "Downgrade Now" campaign will be visible in major cities across France, Spain, the UK, and the US.