By Sandy Cohen Alpert (@littlemiss.sandy)
In a world where “new” is often synonymous with “better,” Back Market is flipping the script—proving that refurbished tech can be both eco-friendly and high-quality. At the heart of their mission lies a bold commitment: to make refurbished the first choice for consumers while tackling the massive problem of e-waste. During a recent event at LUME Studios, I had the pleasure of meeting Lola Janiaud, Brand Ambassador & Influencer Scout for Back Market. Our conversation shed light on how this groundbreaking company is reshaping the tech landscape. Here’s a glimpse into our chat, where Lola shared her insights on sustainability, innovation, and the exciting future of refurbished technology.
Q: Back Market’s mission centers on reducing e-waste by promoting refurbished technology. How do you select brand ambassadors who authentically connect with this message?
Lola Janiaud:
At Back Market, we select brand ambassadors who authentically align with our mission to reduce e-waste and promote refurbished tech.
We prioritize individuals who actively embrace sustainability, have engaged audiences that value conscious consumption, and can genuinely share how refurbished products fit into their lives.
Our focus is on long-term partnerships that inspire trust and meaningful change, rather than one-off collaborations or standard content formats.
Q: Can you tell us more about how Back Market began and what drives the company to focus on refurbished tech?
Lola Janiaud:
Founded in 2014, Back Market is a leading marketplace that allows consumers to access thousands of professionally refurbished tech products—a marketplace where you can buy but can also sell tech.
Back Market was founded based on a fairly simple observation: digital technology has a harmful impact on the environment and is getting more expensive but still more essential in our lives.
Tech is broken because of the linear economy, and a solution has always existed, which is refurbished, but it was not democratized and accessible to everyone.
Our vision: do more with what we already have.
Our mission (written in our legal status since 2022): empower humanity to extend the life of tech through circularity and repair.
Q: Could you share any surprising facts or insights about the environmental impact of refurbished tech that Back Market is helping to address?
Lola Janiaud:
E-waste is the fastest-growing solid waste stream in the world.
Humanity generates a staggering 137 billion pounds of e-waste annually, encompassing a wide range of electronic devices such as TVs, smartphones, refrigerators, and washing machines. Only 17% of it is properly recycled, leading to substantial economic losses and environmental harm.
With a refurbished smartphone instead of a new one:
170.44 lbs of CO2 avoided
6.29 oz of e-waste
537.05 lbs of raw materials
20,341.24 gallons of water
Since 2014, by selling refurbished tech, we helped prevent:
3,553,099,416 lbs of CO2 (Equivalent of the annual energy consumption of 210,000 American homes)
453,783,516,830 gallons of water (The equivalent of 1.6 times the annual drinking water consumption in France)
223,213,137 lbs of e-waste
(This is calculated with the sales of Smartphones, Laptops, Tablets & Desktops only.)
Q: What challenges does Back Market face in changing consumer perceptions about refurbished devices, and how does the company overcome them?
Lola Janiaud:
Our world is obsessed with new.
Big Tech is telling us every year we need the newest so-called innovations.
The impact of tech is hidden.
Back Market addresses these challenges by emphasizing the quality and sustainability of refurbished products through clear messaging and educational content.
Q: How does Back Market ensure the quality and reliability of its refurbished products, and what should consumers know about the benefits of choosing refurbished over new?
Lola Janiaud:
Back Market is redefining the standard for quality, reliability, and customer experience in the refurbished electronics industry.
We are committed to quality and building trust in the sector to ensure refurbished tech is the first choice for consumer options, and our transparent grading system means customers know exactly what they are buying.
Our stringent screening and quality processes mean we only work with the refurbishers that meet our 25-point quality charter, and every device includes a 12-month warranty.
We have invested heavily in our Innovation Labs (New York and Bordeaux), which allows us to implement quality control and testing measures.
Our team runs regular mystery orders as well as mass testing of products and spare parts to check in with each refurbisher and provide feedback.
We are working hard to source and test quality components for our refurbisher partners, which are essential for improvements across the industry.
We share everything we learn through our algorithm, which includes data from over 15 million customers and 1,800 sellers, to improve standards across the industry.
Q: What’s next for Back Market? Are there any exciting initiatives or projects coming up to further the mission of reducing e-waste?
Lola Janiaud:
We just celebrated our 10th anniversary and 15 million customers—it’s only the beginning.
Ten years from now, we want 90% of the global population to choose refurbished over new.
We’re here to disrupt. We’re here to challenge. But most of all, we’re here to change.
We are laying the groundwork for the revolution.
We’ve established strategic partnerships toward this end (PlayStation and Visible+ by Verizon, for example).
Conclusion
Back Market isn’t just extending the life of tech—it’s sparking a revolution in how we think about consumption, quality, and the environment. By advocating the circular economy and forging a path for sustainable practices, they’re proving that innovation doesn’t have to come at the planet’s expense. As Lola Janiaud emphasized, this mission is only just beginning, with big dreams of a world where refurbished tech is the norm. The question now is: how will you join the movement to make "old" the new "new"?
Lola (middle) at Back Market’s “Downgrade” launch event in SoHo, NY. Image courtesy of Back Market