Virgin Media O2 is seeking to help shoppers “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 its “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. 

The zone, which was created in collaboration with the O2 stores team, 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, according to the retailer.

It comes as Virgin Media O2’s research found 66 per cent of people want to understand more about how devices can be reused so they don’t go to waste. 

Additionally, 64 per cent would be more likely to recycle a phone if they knew more about the valuable materials inside it. 

The O2 tech refab lab includes information about trading in devices, extending the life of devices, spotlighting precious materials, how phones are refurbished to a high quality (“like new”), and helping people who need a device.

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. 

Virgin Media O2 chief sustainability officer Dana Haidan 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.” 

She continued: “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.” 

Virgin Media O2 director of retail Will Houldsworth said: “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.” 

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