Back Market Calls Time on Fast Tech with Striking Projections in the City

Apr. 16, 2025

Last night Back Market took to the streets to project a striking message onto renowned London Apple Stores: Regent Street, Covent Garden and Brompton Road. 

The projections, reading “How many upgrades do we have left?” and “Let’s End Fast Tech”, acted as a stark reminder to passers by of the devastating impact that the quick-turnover cycles of our tech are having on the planet. 

Further amplifying this message, Back Market has also launched a series of wild postings across popular London neighbourhoods, including Hammersmith, Crouch End, and East Finchley. These posters confront viewers with the real-world consequences of fast tech: melting glaciers, drought-hit landscapes, and entire cities submerged by floods - all unfolding within the span of smartphone releases. Through bold visuals and stark messaging, the campaign calls attention to the devastating impact of our throwaway culture.

Speaking on the projections, Luke Forshaw, Head of Brand at Back Market, said:

“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? It’s a simple message, but a powerful one: there’s a better way. 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.”

 

The OOH activations mark the UK launch of a wider global campaign, urging consumers to stand against fast tech and the culture of overconsumption and overproduction. This was announced by Back Market earlier today during a press conference in NYC to launch a new global partnership between Back Market and iFixit.

The partnership between Back Market and iFixit focuses on a combination of reuse, repair, and refurbishment, and will integrate iFixit toolkits and tutorials across Back Market while incorporating refurbished technology options and information on all iFixit channels. 

Back Market’s global campaign is designed to demonstrate the environmental impacts of the climate crisis while highlighting the growing responsibility of fast tech's overconsumption and overproduction. At the same time, the campaign empowers consumers to take action by reusing, repairing and buying refurbished tech whenever possible to extend the lifespan of their devices and keep them out of landfills. 

Right now, the total digital industry accounts for 4% of global greenhouse gas emissions and is predicted to represent 14% of total global emissions by 2040, all else being equal. The e-waste that results is now the fastest-growing form of pollution on the planet, with approximately 62 million tons produced worldwide in 2022.

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 campaign will also include a dedicated online content hub and social components to educate consumers on the impact of e-waste and what they can do to reduce their reliance on the culture of fast tech.