Virgin Media O2 showcases tech recycling and reuse at its flagship O2 store at Westfield Stratford City

Virgin Media O2 is helping shoppers to better understand technology recycling and reuse as part of a trial at its experiential flagship O2 store in Westfield Stratford City. 

The company is piloting the ‘O2 Tech Refab Lab’ as one of the store’s interactive discovery zones, where customers can learn how devices can be given a second life so they don’t go to waste. 

Created in collaboration with the O2 Stores team, the zone helps consumers become more aware of the sustainable options available when replacing, recycling or rehoming their unwanted tech, helping to keep devices and materials in circulation for longer – benefiting both people and the planet. 

It comes as Virgin Media O2’s research found two thirds (66%) of people want to understand more about how devices can be reused so they don’t go to waste, while 64% would be more likely to recycle a phone if they knew more about the valuable materials inside it. Additionally, more than 7 in 10 (71%) would be more likely to donate a phone if they knew it could help someone in need, and 67% would be more likely to buy a refurbished device if they could see an example of one in person first. 

The ‘O2 Tech Refab Lab’ includes information about: 

• Trading In: highlighting the robust processes devices go through when they are traded in via its O2 Recycle scheme, such as being securely data wiped. O2 Recycle is available to anyone regardless of their mobile network, with people making an average of £148 when trading in an eligible smartphone. 

• Extending the life of devices: showing the simple steps people can take to keep their tech in use for longer, such as fitting a screen protector, taking out insurance or repairing damage early. This helps people maximise the trade-in value of their device, or if they choose to donate it, ensure it remains in good condition so it can be reused by someone who needs it. 

• Spotlighting precious materials: helping shoppers learn about the valuable materials inside phones that can be recovered and reused rather than end up in landfill. 

• Like New: how phones are refurbished to a high quality (‘like new’) standard – such as removing scratches and ensuring they have at least 80% battery health, and resold as great value ‘like new’ devices.  

• Helping people who need a device: how unwanted phones can be rehomed with people who need them via Community Calling – a programme established by Virgin Media O2 and environmental charity, Hubbub.   

The pilot forms part of Virgin Media O2’s work to extend the life of technology as part of its ESG strategy, the Responsible Business Plan. This includes aiming to double the number of people buying refurbished devices from Virgin Media O2, and recycling unwanted devices via O2 Recycle by 2030. 

Dana Haidan, Chief Sustainability Officer at Virgin Media O2, said: 

“We want to build consumers’ trust in tech recycling and buying ‘like new’ so we can help extend the life of devices so they don’t go to waste. To do that, consumers need to be brought closer to what goes into manufacturing devices.  

“That’s why we’re trialling this circularity-themed zone at our O2 store in Westfield Stratford City, where we’re unpacking the safe, secure and rigorous processes devices go through when they’re recycled or refurbished and highlighting the environmental benefits of keeping devices and materials in use for longer. By bringing this to life in store, we hope consumers will feel even more confident trading in or buying ‘like new’ tech. 

“This is part of our wider work to champion a more circular economy and create more opportunities for people to make sustainable choices that are good for both them and the planet.” 

Will Houldsworth, Director of Retail at Virgin Media O2, added:  

“We want to help shoppers see the simple steps they can take to keep tech in use for longer, while dispelling any concerns they may have about trading in, buying like new or donating their devices. 

“The O2 Tech Refab Lab is already proving popular with our customers, and it will help us learn the additional steps we can take to make tech recycling and reuse as seamless and convenient as possible.”