With its recent research indicating that “approximately 18 million old consoles” lie unused households across the UK, the company’s ‘power-up’ campaign seeks to encourage consumers to recycle their unwanted devices.
Expanding its O2 Recycle programme, Virgin Media O2 now accepts a range of popular gaming systems including PlayStation, Xbox, Oculus and Nintendo consoles. Through this initiative, individuals can send their disused tech to O2 Recycle free of charge. Once received, the devices undergo a thorough process of repair, refurbishment and resale, or recycling, “ensuring that zero parts end up in landfill”.
Virgin Media 02 has said that gamers “stand to benefit financially” from the scheme, with potential earnings of up to £283 for a PlayStation 5, up to £110 for a Nintendo Switch (OLED) and up to £238 for an Xbox Series X.
Furthermore, Virgin Media O2 is broadening the scope of accepted devices to include MacBooks, alongside smartphones, tablets, wearables and earbuds, in a bid to promote the circular economy, where products are reused repeatedly.
This initiative comes ahead of Global Recycling Day on 18 March, as Virgin Media O2 aims to raise awareness about the importance of recycling electronic devices. Research from the brand indicates that “58% of gamers were unaware that consoles could be recycled” while “83% admit to holding onto old consoles”, often due to damage or missing parts.
‘Unwanted’
Dana Haidan, chief sustainability officer at Virgin Media O2, said: “We’ve powered up O2 Recycle to cover consoles and MacBooks, making it even easier for people to trade in their unwanted tech for cash and to protect the planet by saving their device from landfill.
“With almost four million devices recycled and £340 million paid out, O2 Recycle is leading the UK’s circular economy and giving tech a second life so it can be used again and again.”
Since its inception in 2009, O2 Recycle is said to have processed nearly four million devices and disbursed £341 million to consumers.
Initiative
Last year, Virgin Media 02 said that the initiative rescued almost 180,000 devices from ending up in landfills, either by recycling them or reselling them as refurbished products. This initiative aligns with Virgin Media O2’s sustainability strategy, known as the Better Connections Plan, which aims to encourage consumers to undertake 10 million ‘circular actions’ by the end of 2025.
In addition to combating e-waste through its O2 Recycle programme, Virgin Media O2 is also contributing to environmental conservation efforts through its Community Calling initiative. In partnership with environmental charity Hubbub, over 17,000 smartphones are said to have been redistributed to individuals in need across the UK, further reducing electronic waste and promoting digital inclusion.
To find out more about gaming consoles and WEEE, visit the WEEE conference held on 21 March. To find out more or to book your tickets, click here.
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