Through the "Better than New" initiative, Philips wants to focus more attention on selling refurbished products in a forward-looking manner. Well over 10 million gifts ended up in landfills in 2023 and whilst Philips is trying to reduce their environmental impact by refurbishing returned products, the initiative is aimed at highlighting the problems within society and transforming the way people buy and how retailers sell to consumers. The creative thinking behind the campaign focuses on the tension between ‘new equals better’ and ‘better than new’. Responding to the needs of an increasing number of consumers, and building on the company’s commitment to sustainability and driving a more circular economy, Philips’ goal is to make products that can be refurbished and reused.