『"Breaking the 'newness' paradigm" - with Luke Forshaw of Backmarket』のカバーアート

"Breaking the 'newness' paradigm" - with Luke Forshaw of Backmarket

"Breaking the 'newness' paradigm" - with Luke Forshaw of Backmarket

無料で聴く

ポッドキャストの詳細を見る

概要

 In this episode of Marketing Un:Learned, Ian Jindal talks with Luke Forshaw about unlearning the “new is best” dogma in consumer electronics and building a mainstream appetite for refurbished tech. From reframing second-hand as “renewed” to tackling e-waste, planned obsolescence and trust frictions, Luke shares how Back Market is turning circularity into an everyday choice rather than a niche crusade.Drawing on his years working on Apple at Media Arts Lab and in entertainment and finance brands, he explains how social, creators and physical retail experiments are helping to normalise refurbished devices across categories—from iPhones and laptops to coffee machines, pizza ovens and retro consoles.About the GuestLuke Forshaw is Head of Marketing for Back Market in the UK, responsible for brand, performance and customer growth in one of the company’s newer but fast-developing markets. Back Market is a French-founded marketplace that sells refurbished tech, aiming to make “renewed” devices safer, easier and more affordable to buy while extending product lifecycles and cutting e-waste.Before joining Back Market three years ago, Luke spent around seven years at Apple’s dedicated agency Media Arts Lab and has held marketing and media roles at Universal, Aviva, Beats, Red Bull and Vice. He originally studied English with ambitions to be a writer, discovering marketing through student work with Red Bull and Vice and staying with the discipline after graduating in 2010.Episode Outline & Key TopicsThe mission: making renewed tech normal, not nicheBack Market’s model and ambitionsBack Market positions itself as the world’s largest marketplace for refurbished devices, focused on prolonging the life of tech products and reducing climate impact from electronics waste. Luke unpacks three core pillars: sustainability (building a robust circular economy), quality (raising standards for reliability and experience in refurbished electronics) and accessibility (closing the digital divide by making high-end devices more affordable).Beyond smartphones: from iPhones to air fryers and pizza ovensWhile a majority of Back Market’s global purchases sit in smartphones (with iPhones leading in the UK), Luke explains why the business is pushing into laptops, tablets, kitchen appliances and “obscure” models like Ooni pizza ovens and Sage coffee machines. Wherever they add a new category, they see demand from consumers who want both sharper prices and more sustainable options, so the team is actively opening new lines and building demand around them.Unlearning “new is best” in consumer techChallenging the upgrade treadmill and “vintage tech”Ian and Luke explore how decades of marketing have equated progress and status with owning the latest device, and why that logic is breaking down. Luke argues that innovation deltas in smartphones and laptops are now often marginal for everyday use, price points are increasingly prohibitive, and many consumers are simply asking: “If what I’ve got works, why upgrade?”They also discuss the rise of “retro tech” on Back Market—from older iPhones and iPods to Sega Mega Drives—which has become one of the fastest-growing and most frequently sold-out subcategories, fuelled by nostalgia and a desire to switch off from always-on connectivity.Planned obsolescence, forced upgrades and “the obsolete computer”Luke describes Back Market’s more activist stance on parts of the tech industry it sees as unethical—from extraction and production through to marketing and planned obsolescence. He shares a campaign built around Windows 10’s end-of-support, where the team took an “obsolete” computer, deliberately broke it and then revived it with an alternative OS package to show students and everyday users they didn’t need to buy a new laptop just because software support had ended.The broader goal is to keep devices in circulation longer—through cleaning, optimisation and workarounds to forced obsolescence—whether or not the user ultimately buys from Back Market.Trust frictions: from “pub seller” worries to quality guaranteesDefining “refurbished” versus “used” and “second-hand”Luke talks through research Back Market has done across its markets to understand both motivations for buying refurbished tech and the perceived barriers. In the UK, most people say they know what “refurbished” means, but when probed they often lump together buying from a friend in the pub, a stranger on Facebook Marketplace and purchasing via a professional marketplace.Luke outlines how Back Market works with professional refurbishers who test and repair devices to “good as new” thresholds and backs that with warranties, free shipping and returns, and 30-day return windows—protections you do not get from casual peer-to-peer sellers.Educating without boring: creators, partners and timingBecause quality messaging can be dry, Back Market leans on trusted ...
まだレビューはありません