Backmarket's Unique Marketing Strategy

Backmarket is redefining its marketing strategy by emphasizing sustainability and the circular economy, positioning itself in opposition to the trend of planned obsolescence in consumer electronics. The company is focusing on making refurbished electronics desirable, catering to a growing consumer segment that values longevity over the latest tech. Joy Howard, the CMO, highlights that consumers are increasingly aware of the environmental impacts of their purchases, making a compelling case for refurbished devices as both a cost-saving and eco-friendly option. A significant part of their strategy involves communicating the quality and reliability of refurbished products to combat skepticism around secondhand electronics.