To promote the idea of buying refurbished technology, Back Market projected its message onto the exterior of the iconic apple Store in Covent Garden, London. The projection read: “Let’s end fast tech.”

While Apple products are often praised for their longevity, Back Market’s campaign aims to encourage more thoughtful consumption and increased reuse of existing technology.

Back Market Campaign Highlights E-Waste Concerns

The Apple Store in covent Garden, one of London’s largest, spans three floors and was once the world’s biggest when it opened in 2010. its architecture blends 19th-century features with Apple’s modern design, including glass staircases.

Back Market, which originated in France and expanded across Europe, emphasizes the environmental advantages of refurbished devices.

nearly half (45%) of US buyers feel compelled to purchase the latest technology, regardless of whether their current devices function well or not.

The company cites data indicating that manny consumers feel pressured to upgrade their devices, even when their current ones are still functional.

According to Back Market’s survey,a notable percentage of consumers who plan to upgrade within the next year are already satisfied with their existing devices. The company suggests solutions such as extending the lifespan of current devices, reusing or selling older devices, and considering refurbished options.

While the choice of an Apple Store as the venue for this message might seem pointed,especially given that Back Market’s data indicates that iPhones are kept longer than Android phones,the underlying message is valid. Many consumers may find that a refurbished or older model meets their needs just and also a brand-new device.