Placing circular electronics on the Swedish agenda
refurbed
For several years, Manifest PR has worked in close partnership with refurbed, one of Europe’s leading marketplaces for refurbished products. Working alongside refurbed’s agency network across Europe, we combine strategic PR initiatives, media relations, public affairs and product testing to shift public and consumer perception – making refurbished and reused electronics a natural choice for the future.
From global insights to local relevance
As refurbed’s PR agency in Sweden, we work closely with the global team in Vienna and with their PR agencies across the Nordic region and the rest of Europe. A large part of the work involves developing and localising global communications for the Swedish market – finding the news angles, activities and messages that engage the Swedish media and Swedish consumers.
Credible sustainability communication with national impact
Through research reports and public affairs initiatives, we have positioned refurbed as a strong voice for the circular economy. The core of our approach has been to communicate environmental data from refurbed’s own studies, conducted in collaboration with the Fraunhofer Austria research institute, presenting facts about the environmental impact of electronics in terms of emissions, water usage and electronic waste.
This has generated significant coverage in both national and local media, complemented by opinion pieces on the Right to Repair and related issues in leading sustainability and business publications.
A strong focus on lifestyle media
A key part of the communication strategy has been to inspire the general public to choose refurbished products. Through ongoing dialogue with journalists and generous product testing, we have helped Refurbed gain a foothold in editorial content across some of Sweden’s leading technology and lifestyle publications.
Influencer event on sustainable consumption
Alongside our ongoing PR work, we have also carried out a number of separate projects to build deeper engagement and reach new audiences, including an influencer event in Gothenburg. Together with refurbed’s Swedish spokesperson, we invited selected influencers and content creators to a green breakfast – to inspire more conscious choices during Christmas.
Results: A strong voice for circular electronics in Sweden
Since the partnership began in 2023, refurbed has grown to become one of Sweden’s largest marketplaces for refurbished products, with over half a million customers and total sales exceeding two billion Swedish kronor. Today, refurbed is an established voice in the public debate on e-waste and the circular economy, cited as experts and featured in everything from lifestyle magazines to business press.
The consistent, long-term PR strategy has delivered strong results: both editorial reach and brand awareness continue to grow year on year, and refurbished electronics are well on their way to becoming the new normal.
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