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# Brandmakers: Back Market’s Luke Forshaw on Killing Upgrade Culture
- URL: https://www.thesubthread.com/brandmakers-back-markets-luke-forshaw-on-killing-upgrade-culture/
- Published: 2026-10-20T21:06:54.000Z
- Updated: 2026-10-20T21:18:20.000Z
- Description: He spent 15 years selling you the newest iPhone. Now Back Market’s Luke Forshaw wants you to downgrade – and he makes the business case for it.
- Author: Alex Zeevalkink
- Tags: #Podcast, #Brandmakers-podcast, Brandmakers, Brand Building

[**YouTube**](https://youtu.be/gv7tKbukJ4E?ref=thesubthread.com) | [**Spotify**](https://open.spotify.com/episode/7KoDcaRlIPCYV0Y1rB577b?si=8m6ljT9qSnCLKr1sNPyR0A&ref=thesubthread.com) | [**Apple Podcasts**](https://podcasts.apple.com/us/podcast/brandmakers/id1885174166?itscg=30200&itsct=podcast%5Fbox&ls=1&mttnsubad=1885174166&ref=thesubthread.com)

In this episode of the [Brandmakers](https://www.thesubthread.com/tag/brandmakers/) podcast Hannah is joined by Luke Forshaw, head of marketing for Europe at the refurbished tech marketplace Back Market. 

For 15 years Luke built the media plans that persuaded consumers to buy the newest device, leading Apple’s EMEA campaigns at OMD and running NBCUniversal’s media at MediaCom. Today his job is the opposite: convincing people they don’t need the latest tech at all.

Back Market shows how a challenger can turn the industry’s own hype against it. Rather than competing with iPhone launches, Black Friday and back-to-school, the brand inserts itself into those moments, and campaigns like “Downgrade Now” and “Let’s End Fast Tech” use wit and sass to poke fun at the spec race while making a serious case for sustainability, trust in refurbished tech and the right to repair.