Joy Howard, the CMO of Back Market, emphasizes shifting consumer sentiment towards secondhand electronics, highlighting the growing concern over environmental impacts and the fatigue with constant upgrades.
Howard notes that in France, a cultural acceptance of refurbished items is prevalent; however, the task of convincing US consumers to embrace secondhand electronics presents unique challenges.
With the 'Downgrade Now' campaign, Back Market aims to change the narrative around upgrades, showing that older devices can fulfill everyday needs while being more environmentally friendly.
The environmental impact of production versus refurbishment is significant; new smartphones generate 191 pounds of CO2, while refurbished ones only account for 15 pounds.
#refurbished-electronics #sustainability #marketing-strategy #consumer-behavior #environmental-impact
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