Shining a light on the environmental impact of overconsumption, this Earth Month a new campaign from Back Market sees the refurbished tech brand project messages across London Apple Stores.

The messages call out the environmental impact of tech upgrade culture and highlight how overconsumption and overproduction are unsustainable. 

Across London Apple Stores in Regent Street, Covent Garden and Brompton Road, Back Market projections read: “How many upgrades do we have left?” and “Let’s End Fast Tech”. The bold out of home aims to serve as a stark reminder to passers by of the devastating impact that the quick-turnover cycles of tech are having on the planet. 

Alongside the Apple Store projections, Back Market has launched a series of fly posters across London neighbourhoods, including Hammersmith, Crouch End, and East Finchley. The posters feature real-world consequences of fast tech, thrusting the environmental impact of consumerism in front of audiences. Creative shows melting glaciers, drought-hit landscapes and cities submerged in floods to underline the real-world impact that comes with having the latest tech release. 

The fast tech campaign was developed in partnership with Marcel, a Paris-based creative and interactive agency, and is set to appear in high-profile locations across New York City, London, Paris, Madrid and Hamburg. The striking visuals and unavoidable messaging show that our actions have impact and urges audiences to contribute to a more sustainable tech cycle.    

“This campaign is about exposing the hidden environmental cost of our obsession with the latest tech. We’re challenging people to pause and rethink - do we really need brand new tech all the time?” says Luke Forshaw, Head of Brand at Back Market.

He continues: “At Back Market, we believe choosing refurbished isn’t just a smarter choice - it’s a stand. A stand for a more conscious, circular economy that values the planet as much as progress. This isn’t just about tech. It’s about changing the system.”

To help build this more sustainable ecosystem, alongside the OOH campaign, Back Market has launched a new global partnership with iFixit. The partnership will further its efforts around the reuse, repair and refurbishment of tech and will see iFixit toolkits and tutorials across Back Market channels while incorporating refurbished technology options and information on all iFixit channels. 

The campaign also includes a dedicated online content hub to help educate consumers about the impact of e-waste and provide actionable advice on how to better contribute to a healthy tech landscape. 

The bold campaign confronts consumers with the impacts of an unsustainable tech ecosystem. Breaking down the impacts of overconsumption and offering a more environmentally friendly alternative, Back Market faces the climate crisis head-on.