Back Market discourages users from upgrading technology

Global – Back Market, a refurbished tech marketplace, is tackling the issue of technological waste by encouraging users to question whether they need to upgrade their phones. The brand’s latest advertising campaign looks at the realities behind purchasing decisions, challenging people about not using the full range of features on their upgraded phones.

The print ads feature screenshots of camera rolls filled with commonly popular photos (dogs, coffees, plane wings and selfies) with the caption: ‘Trust us, last year’s phone will do.’ The sassy campaign addresses tech giants like Apple encouraging consumers into purchasing new devices every year.

‘Every year, tech companies put out a new model of their flagship phones, with specs that are only slightly better than the ones from the year before,’ says Gabriel Mattar, Europe chief creative officer of Innocean Berlin, the agency that developed the campaign. Back Market’s ads align with our report on tech brands developing DIY repairable devices and how consumers are looking for longevity in their products to reduce their technological waste.