Back Market, a refurbished tech provider, is urging consumers to rethink their tech needs with its new campaign, “Downgrade Now.” The campaign highlights that most smartphone activities, such as texting, calling, streaming, and gaming, can be done on older devices. By choosing refurbished devices, consumers can save money and reduce their environmental impact. To support this message, Back Market has launched “Phone!” offering refurbished smartphones like the iPhone 12, 13, or 14, and Samsung Galaxy models for $249.

Apple’s annual iPhone releases often tempt consumers to upgrade, despite minimal noticeable improvements for the average user. Each upgrade contributes to environmental harm through the production and disposal of parts, as well as significant energy and water usage. Back Market’s campaign argues that these upgrades are unnecessary for most users who primarily use their phones for basic functions.

The “Downgrade Now” campaign will run in France, Germany, Spain, the UK, and New York City, targeting eco-conscious consumers through strategic media placements in public transportation systems. The campaign, led by new CMO Joy Howard, features humorous headlines and promotes older phone models. Additionally, the “Phone!” initiative allows consumers to purchase a refurbished smartphone for $249, with the specific model revealed only upon opening the box.

Dan Brill, Back Market’s executive creative director, emphasised to Brand Innovators that consumers don’t need to buy new technology, as previous generations of phones can perform all current functions. He highlighted that the campaign encourages people to reconsider the culture of constant upgrades, offering top-quality refurbished phones at half the price.