I’ve talked previously about clever marketing and just had to share this example with you today as the message is an important one. On Tuesday, with Black Friday just days away, this refuse lorry, (stacked high with discarded gadgets!) turned heads as it rolled through London’s busiest shopping areas, highlighting the mountains of tech waste created by the annual shopping frenzy. The other side says: ‘Tech lasts longer with CeX’. The company behind it - the UK's leading second-hand electronics buy & sell specialist CeX (available on Continental Europe in The Netherlands also) - has conducted national research which revealed that Brits are set to spend over £3.5 billion during this year's Black Friday sales, on tech they don't actually need. The average shopper will likely splurge £202.11 on electronics, yet 20% only use their new tech for about four months. Worryingly, 57% admit to having up to eight unused gadgets sitting at home while 35% buy items simply to stay up-to-date with the latest trends.

Black Friday discounts appear to be a major driver of these habits, with over 45% admitting they’re motivated purely by the lower prices. Only 30% claim they 'very much' need the items they buy, meaning only £1.5 billion of the purchases are strictly necessary. Sadly, 48% wouldn't consider buying second-hand electronics, as 47% of them are concerned about the quality of these second-hand items and 35% feel put off by the limited warranty or return policy.

As well as bringing attention to the environmental impact of our over-consumption and urging us to think about shopping smarter, this clever advertising ploy has enabled CeX to publicise its industry-leading 5-year warranty, which should address our concerns about buying second hand. "We want to remind people that there's a smarter way to purchase by shopping around for quality, second-hand tech that can save money, reduce waste and keep gadgets in use for longer," it says. As a long-term customer of CeX, I can vouch for the quality of what I’ve bought and I’ve taken advantage of the no-quibble guarantee too. I’m pleased to be able to do my bit to prevent waste - and the fact that I’m saving a vast amount of money too, just adds to the feeling of smugness!

Image courtesy of PinPep