New tech, more tech, newer tech…A global campaign by Back Market, the marketplace for verified refurbished tech, and Marcel is aiming to slow down fast tech and change “throwaway culture”, the current culture of overconsumption and overproduction.
The provocative campaign, Let’s End Fast Tech, hijacks the 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 have swallowed entire cities. Its 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.
At the same time, the campaign encourages people to take action by reusing, repairing, reselling, and buying refurbished electronics whenever possible to extend their lifecycle and keep them out of landfills.
Let’s End Fast Tech 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. This is especially important as the true toll of fast tech remains largely unknown to the general public.
“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,” stated 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 will appear in high-profile 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.
