If you want to promote the idea of buying refurbished tech rather than new, displaying your message on one of the world’s most iconic Apple Stores is a pretty good way to do it. Back Market projected its message on the exterior wall of London’s Covent Garden Store.
The projected message “Let’s end fast tech” is arguably mis-targeted, as Apple products are generally known for their longevity, but Back Market is calling for more thoughtful purchases and better re-use of discarded tech …
Apple’s Covent Garden store is the largest in London, set over three floors, and at its opening back in 2010 was the biggest in the world. It’s also one of the most visually spectacular spaces, blending original features of the 19th century building like exposed brickwork and restored windows with the company’s famous glass staircases, including a spiral one.
Back Market started in France before expanding across Europe. The firm sells professionally refurbished tech, and of course touts the environmental benefits of this.
Each household in the United States has an average of 21 electronic devices. Many of those devices will become electronic waste, decaying in landfills, jeopardising the health of our planet and ourselves. Sadly, it’s a global problem that’s getting worse every day, with e-waste growing at around 4% per year.
But the company also points to evidence that many people feel pressured to upgrade, and feel trapped in an endless cycle of buying the latest and greatest models.
VR glasses. The newest iOS. Robot vacuums. It can feel like there’s a new tech release or feature update every week, so you’d be forgiven for wondering if your current devices are outdated.
And with our latest survey, that feeling checks out amongst a lot of people. Nearly half (45%) of US buyers feel compelled to purchase the latest technology, regardless of whether their current devices function well or not.
And what’s even more surprising? A lot of people planning upgrades are still happy with their current tech. The survey found that 44% of respondents who intend to upgrade in the next year are extremely satisfied with their existing devices.
The solutions, suggest the company, are to keep using our existing devices for longer; to ensure our older devices are re-used by giving them to family and friends, or selling them; and of course to consider buying refurbs rather than new devices.
Choosing an Apple Store to promote the message may not be particularly fair, especially given that the company’s own survey results show that people keep iPhones longer than Android phones, but the message itself is fair enough. I know I’ve been guilty of buying some new devices when a refurb or older model would have been just as suitable for my needs, but I can at least chalk up a victory with my most recent MacBook Air purchase.
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- Apple 30W charger for above
- Anker 240W braided USB-C to USB-C cable
Via CNET. Photo: Back Market.
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