“I am unable to see any important development over the subsequent few years,” says Stryjak. “Different firms have caught up a little bit bit when it comes to making issues extra sturdy and sustainable and repairable, and with shoppers a key driver remains to be pricing and model. Fairphone could have its loyal fan base, however I am unable to see that considerably increasing anytime quickly.”
“No person Needs to Pull on a Lifeless Horse”
We put to Fairphone the thought it might need to make do pootling together with this identical area of interest viewers. “I’ll say it’s nonsense, proper?” Fairphone CEO Raymond van Eck instructed WIRED.
“I’d by no means have began at an organization … if we really feel there isn’t a potential. No person needs to, as we are saying in Dutch, pull on a useless horse to see if it should stroll.” Fairphone relies in Amsterdam, and van Eck was appointed CEO in August 2024.
“Within the subsequent 5 years, we actually have the intention to quadruple our addressable market and to take our fair proportion of that,” says van Eck. The corporate has additionally set a purpose of “double digit development” only for this 12 months. The apparent query: how?
A part of Fairphone’s technique is in fact seen within the Fairphone 6 itself. It has some neat concepts comparable to a slider that places the telephone into an Necessities mode. This pares again the interface that can assist you get away from the distractions of, for instance, social media.
There’s a breezy life-style angle right here Fairphones have arguably not had earlier than. And fostering that was part of the rebrand the corporate kicked off firstly of 2025, which included binning the stiff-looking, all-caps firm brand of outdated for one thing a bit extra pleasant.
The Fairphone Repair
Van Eck says it’s about “altering the order” of priorities, of placing the system itself at pole place moderately than the ethics it represents. “In the long run, it is also clarifying Fairphone’s imaginative and prescient, as a result of the rebrand gave us a extra pleasant, extra approachable identification,” he says. “It’s a bit much less paternalistic.”
The message is that Fairphone isn’t only a telephone for eco warriors. And chief know-how officer Chandler Elizabeth Hatton means that picture, that traditional Fairphone message, might have really proved off-putting for some.
“Once we are advertising and marketing the system, we do not lead with that. Not in our promoting campaigns, not in our communication, and in addition not the best way that I wish to convey it to you,” says Hatton. “It could possibly turn into preachy in some markets. That message is resonating much less proper now. There are folks which are in panic but in addition utterly exhausted by the local weather disaster or questions of ethics.”
So … is it time to de-woke Fairphone? That appears too blunt an interpretation, as a result of there’s no indication that Fairphone plans to dilute its requirements. It’s simply not going to harp on about them fairly as overtly.
Turning Down the Quantity
“Fairphone was based 12 years in the past, mainly to deal with the social and environmental points embedded within the electronics trade,” says Van Eck. “What we additionally noticed is that Fairphone was fairly located round telling that story … which meant that the Fairphone was for a lesser addressable market.”
This new strategy additionally includes not having too daring a tackle issues like AI, which owing to its environmental influence might be seen as antithetical to 1 a part of the outdated Fairphone message.
