Fairphone Has a New Plan to Get You to Care

“I don’t see any significant growth in the coming years,” said Stryjak. “Other companies have caught up a little in terms of more sustainable and sustainable and repairable things, and with consumers, a key engine is always prices and the brand. Fairphone will have its faithful fans, but I do not see it relaxing anytime.”

“No one wants to shoot a dead horse”

We have put the idea that he might have to do with the same niche audience. “I would say it’s a nonsense, right?” Raymond Van Eck, CEO of Fairphone, told Wired.

“I would never have started in a business … if we think there is no potential. No one wants, as we say in Dutch, shoot a dead horse to see if it will work. ” Fairphone is based in Amsterdam and Van Eck was appointed CEO in August 2024.

“Over the next five years, we really have the intention of quadrupling our Addressable market and taking our fair share,” explains Van Eck. The company has also set a “two -digit growth” objective just for this year. The obvious question: how?

Part of the Fairphone strategy is of course observed in the Fairphone 6 itself. He has some neat ideas such as a cursor that places the phone in essential mode. This interface is again at the interface to help you get away from distractions from social media, for example.

There is a winding corner of lifestyle here, fairphones have probably not had before. And promoting who was part of the brand change that the company launched at the beginning of 2025, which included the binning of the company’s logo with a steep and all-terrain aspect for something a little more friendly.

Fairphone Corrective

Van Eck says that it is a question of “changing the order” of priorities, putting the apparatus itself in pole position rather than the ethics it represents. “In the end, he also clarifies the vision of Fairphone, because the brand change gave us a more friendly and more accessible identity,” he said. “It’s a little less paternalistic.”

The message is that Fairphone is not only a phone for Eco Warriors. And the director of technology Chandler Elizabeth Hatton suggests that the image, this message of classic Fairphone, may have proved to be off-putting for some.

“When we market the aircraft, we do not run with it. Not in our advertising campaigns, not in our communication, and not also the way I would like to convey it to you, ”explains Hatton. “He can become a preacher on certain markets. This message resonates less. There are people who are in panic but also completely exhausted by the climate crisis or questions of ethics.

So… is it time to move Fairphone? This seems too blunt, because nothing indicates that Fairphone plans to dilute its standards. It’s just not going to harass them just as openly.

Refuse volume

“Fairphone was founded 12 years ago, mainly to tackle social and environmental problems integrated into the electronics industry,” explains Van Eck. “What we have also seen is that Fairphone was completely located to tell this story … which meant that the fairphone was for a less addressable market.”

This new approach also implies not having a too daring vision of things like IAwhich because of its environmental impact could be considered antithetical to part of the old fairphone message.