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Mr. Schuld, sustainability has become firmly established in society and is an important decision criterion for many consumers. What role does the topic play in your brand strategy?

Sustainability is firmly embedded in our corporate strategy. By definition, we have a responsibility here, because the products we sell have an impact on the environment. One example: A large share of electronic waste is generated in private households – in other words, by the customers who shop with us. Our goal is therefore to promote more conscious consumption and enable a more sustainable lifestyle. This is not a marketing phrase; it affects our entire business. The expectations of our customers have fundamentally changed. They are looking for guidance, reliability and support – before, during and after the purchase. A strong brand can create trust and provide reassurance here. This applies in particular to more sustainable offerings, where many people are still unsure whether they are making the right choice. With our MediaMarkt and Saturn brands, we can provide this guidance.

You mention uncertainty. What exactly do you mean by that?

We observe what is known as a value-behavior gap among our customers. Most people know that more sustainable consumption would be important. They share these values. But when it comes to the actual purchase decision, they often act differently. This is not due to a lack of willingness, but to real barriers. The biggest of these is affordability. The cost of living is a real burden for many households. The belief that more sustainable products are automatically more expensive is deeply rooted, so many people do not even take a closer look. That is what we want to change.

How are you addressing this challenge?

We have fundamentally rethought our communication logic. Most sustainability communication sells sustainability alone and is often associated with sacrifice, restrictions and change – at least in people’s minds. They want to do the right thing, but without major effort. Our response is a marketing approach that, alongside the key sustainability aspects, deliberately focuses on individual customer benefits and asks the question: What specific added value does sustainability offer me personally? This benefit is at the center of our communication.

That sounds like a paradigm shift. Can you explain this in more detail?

Internally, we call it “Saving Twice” – saving twice. At its core, the idea is that more sustainable options bring tangible advantages for the customer, especially financial ones. Anyone who hands in a used device to us and uses our trade-in offer receives the residual value back as a voucher card, which can then be redeemed immediately. Anyone who buys a refurbished product saves on the purchase price. Anyone who chooses energy-efficient devices saves on electricity costs in the long term. At the same time, the customer has made a conscious purchasing decision and done something for the environment – less CO₂, less electronic waste and more resource conservation.

Why is individual added value so important in communication?

It is about the interplay between brand and media. Strong brands are the key to trust – and therefore also to the final purchase decision. With the right media approach, we make our offers and services visible and reach the majority of our buyers. Not only those who are already convinced about sustainability, but the broad mainstream. People who generally view sustainability positively but focus primarily on price when making a purchase decision. If we show them that sustainable and affordable are not a contradiction, we open a door. The environmental impact is then no longer an obstacle, but an additional bonus.

You also implemented this logic in last year’s campaign with Jürgen Klopp. What was the idea behind it?

The campaign focuses on our buy-back service and carries the core message: reuse instead of waste. In the commercial, Jürgen Klopp hands in his used smartphone at MediaMarktSaturn. The device is refurbished and ends up in the hands of a young football talent who shares their skills on social media. Klopp himself sees the video and likes it – and without knowing it, the two are connected through the device. A story that shows: Every old device holds new life. And at the same time, you do something good for your own wallet. These two aspects – affordability and sustainability – are a perfect match for our marketing.

How successful are your resource-saving offerings such as trade-in and refurbished products in practice?

The figures speak for themselves. In the past financial year, the number of trade-in products grew by 94 percent. For refurbished products sold, we even recorded an increase of 275 percent. This shows that demand is there when the offering is right and clearly communicated. In Germany, for example, we complemented the campaign with point-of-sale measures and videos that also highlight repair, screen protection and other services.

What gives you confidence for the future?

Especially in times of uncertainty, it becomes clear what really matters: the things you can influence yourself. People want to do the right thing, but often do not know where to start. At MediaMarktSaturn, we offer solutions that are truly effective – that save energy and conserve resources. We can support people in living more sustainably without having to give up the best technology experience. And that gives us real leverage to make a difference.