Gumtree takes a stand against hyper-consumerism

The classified ads portal is positioning itself as a spoke in the circular economy by emphasizing its specialism in recommerce and sustainable shopping by way of a fully integrated campaign devised by Tin Man.

Coinciding with World Earth Day on April 22, the timely environmental messaging seeks to address the concerns harbored by 66% of Britons around the effect of fast fashion on the planet, with 47% also fretting over the long-term consequences of fast homeware.

Taking to the streets to spearhead a revolt, Gumtree is pasting guerilla-style fly posters bearing slogans such as ‘Swap Till You Drop’ and ‘Resist, Refuse, Revolt, Reuse’ to get the public on board with second-hand shopping.

Hannah Rouch, chief marketing officer at Gumtree, said: “We’re no longer shying away from the role we can have in cutting carbon emissions and encouraging long-term behavior change amongst consumers.”

Mandy Sharp, CEO and founder of Tin Man, added: “We hope the fully integrated campaign encourages the nation to ditch overconsumption and helps curb our carbon emissions through simple, circular swaps and community-driven purchases.”

Conceived by Tin Man, Gumtree’s retained UK creative comms agency, the out-of-home ads were created by its dedicated design arm, Tin Studio.