Back Market, the leading marketplace dedicated to verified refurbished tech, and creative agency Marcel are launching a global campaign on April 16 (ahead of Earth Day on April 22), urging consumers to take a stand against fast tech and the culture of overconsumption and overproduction.
This throwaway culture is what Back Market defines as “fast tech.”
“E-waste and fast tech are global problems that need global awareness and solutions. We must start the conversation around the impact of our reliance on technology by illustrating how our environment has changed between smartphone model releases” said Joy Howard, CMO of Back Market.
“Today, advertising doesn’t do enough to promote sustainable consumption. And yet, it plays a vital role in raising awareness in the face of the contradictory pressures we face daily – encouraged to buy more, while also being told to be responsible. That’s why we’re calling to end fast tech through a symbolic détournement—because symbols hold real power in our society” added Quentin Vandegucht, Marketing Director France at Back Market.
The total digital industry including production and usage accounts for 4% of global greenhouse gas emissions and is predicted to represent 14% of total global emissions by 2040, all else being equal. In a country like France, where electricity is mostly low-carbon, the environmental impact is largely concentrated in the manufacturing phase. Up to 78% of France’s digital carbon footprint is due to manufacturing alone.
The campaign aims to shed light on the environmental impacts of the climate crisis while spotlighting the growing responsibility of tech overconsumption and overproduction. This is especially important as the true toll of fast tech remains largely unknown to the general public.
At the same time, the campaign empowers consumers to take action: by reusing, repairing, reselling, and buying refurbished electronics whenever possible to extend their lifecycle and keep them out of landfills.
The visuals hijack the iconic “Shot on iPhone” campaign, using “before/after” imagery to show how much the environment has changed between smartphone generations. In just a few years, glaciers have vanished, droughts have reshaped landscapes, and floods haveswallowed entire cities. These striking images drive home the cost of our disposable tech culture, which—while not the only culprit—is a major contributor to the climate crisis.
The campaign will include outdoor and print ads, a brand manifesto film, and a social media and influencer activation designed to raise awareness around fast tech, the impact of e-waste, and the accessible alternatives available today to consume tech more responsibly.
The “Let’s End Fast Tech” campaign will appear in iconic locations in New York, London, Paris (Place des Vosges), Madrid, and Hamburg. It will also feature an online content hub and a full social/influencer activation to engage audiences on the impact of e-waste and practical steps to break free from fast tech culture.
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