{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Marketing UnLearned","title":"\"Breaking the 'newness' paradigm\" - with Luke Forshaw of Backmarket","html":"","width":"100%","height":180,"duration":2442,"description":"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...","thumbnail_url":"https://img.transistorcdn.com/2vYmJC6HmVzgBTjjUeghmfTKbE6GLhv9h0IgzdJ4Lrc/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80ZWNh/ZjRiYTg0NzZmODUy/NzE4MGQ1ZmFlMzhl/MmViYy53ZWJw.webp","thumbnail_width":300,"thumbnail_height":300}