Back Market had already won over the sustainability crowd. The people who choose refurbished because it's the right thing to do — they're onboard. The challenge was everyone else: the ones who know better and still buy new anyway.

Not because they don't care. Because buying new is an experience people crave.

FEEL LIKE NEW

BACKMARKET MAKES REFURBISHED

Research backs this up: the experience of buying something new delivers more happiness than owning it. The anticipation, the first touch, the ritual of starting fresh — that's what people are actually paying for. Not the device. The feeling. That's why unboxing content is flooding social media — not for information, but for the excitement felt even through a screen.

PEOPLE DON'T BUY NEW TECH

Instead of demanding sacrifice, Back Market delivers what people actually want — the smell, the box, the ritual, the dopamine — all of it intact. Just without the price tag, the waste, or the guilt that follows.

So that they could treat their senses and their common sense.

SAME THRILL, LESS GUILT