Schibsted calculates eco-benefit of classifieds

15 Aug 2016

The marketplace, which is part of Schibsted Spain, released research called ‘The Second Hand Effect‘ showing that second-hand marketplaces, such as Vibbo (formerly helped save approximately 700,000 tons of carbon dioxide in 2015.

The report, released to coincide with Earth Overshoot Day on Aug. 8, highlighted the energy-saving potential of buying and selling used goods, based on a study of five classifieds in major European country markets.

Carbon-dioxide reduction was calculated based on the equivalent energy required to access raw materials, produce and distribute products.

second_hand_mapsThe classifieds and markets studied were (Spain), (Sweden), (Norway), (France) and (Italy).

France and Italy lead with a putative saving of the equivalent of 8.3 million round-trip flights from Paris to New York saved by LeBonCoin users, and Subito shoppers saving the CO2 equivalent of 3.7 million round-trip flights between Rome and New York City.

Not surprisingly, the greatest reductions were made in the auto sector, with Vibbo calculating that used- versus new-auto sales saved more than 575,000 tons of carbon dioxide.

“Autos are complex products whose production requires a great deal of energy,” the report noted.

Home furnishings and electronics were the next two highest energy-saving categories, at around 60,000 tons each. Fashion, sport and leisure and children’s goods accounting for between 13,000 and 16,000 tons per category. Second-hand buying and selling reduces energy expenditure, and also the waste that goes to landfills.

The report includes a statement from Marianne Eriksson, marketing director of the World Wildlife Fund (WWF), who said the report was: “second_handImportant to demonstrate the environmental benefits of the second-hand market”, and praised Schibsted for “helping users to make decisions to benefit the planet, reduce the consumption of resources and have more sustainable lifestyles.”

‘The Second Hand Effect’ can be seen as part of a wider trend of classifieds trying to market themselves as lifestyle choices, rather than strictly functional advertising. Wallapop has achieved huge audiences and investment by pursuing a similar tactic, advertising its app as an accessory for a fun, free-wheeling lifestyle.

Full report here in Spanish (pdf)



Cila Warncke

Cila joined AIM Group in 2014 as writer/analyst for Spain. An Anglo-American living in Ibiza, she brings extensive international writing and consulting experience to the role. Educated at University of Pennsylvania (BA) and Glasgow University (MLitt), she has worked for wide range of consumer and B2B publications and companies in Europe and the USA, writing on topics ranging from marketing to travel to music to ultra-marathoning. She uses her writing, research and analytical skills to help clients tell their stories, grow their business, reach new audiences, build loyalty and exploit new media channels. Cila is also an award-winning essayist, creative writer and founder of Creative Writing Ibiza.