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TTW_86x262 vertical CB_10.19.indd 1 19/09/2019 13:39
JUST A MINUTE
SAVING THE PLANET
Genuine Solutions is fl ying their green credentials
high, MD Christian McBride told Comms Business
why this matters
CBM: WHY DO COMPANIES LIKE GENUINE SOLUTIONS UK (GSUK)
MATTER?
CM: According to the United Nations, only 20% of all electronic
waste is recycled. This is a not only a colossal waste of resources,
but much of the 80% that is not recycled ends up in landfi ll where it
can leak harmful toxins into the earth.
Companies like Genuine Solutions UK matter because we are
tackling this issue head on. Our mission is to save the planet – one
recovered device at a time. So far, we have recovered approximately
58 million handsets and accessories – that is more than 8,000
tonnes of e-waste. We process around 10,000 mobile handsets and
200,000 mobile accessories a month.
The most sustainable way to deal with e-waste is to reuse it.
Even handsets and accessories that seem beyond repair can be
reused by harvesting the component parts. We have created a
socially responsible business, where we recover 92% of everything
we recycle.
Our partnership programme with Three UK called “Reconnected”,
which we announced early 2017, was a real milestone for us. The
scheme asks members of the public to donate used smartphones
to Three. These recycled handsets are given to disadvantaged
members of the community: those who are at risk of homelessness
and looking for work; people who have just left the military or victims
of domestic abuse.
CBM: DO PEOPLE REALLY CARE ABOUT ENVIRONMENTAL CONCERNS
WHEN THEY SELL AND PURCHASE MOBILE DEVICES?
CM: Yes, they do. As technology evolves, consumers want the
latest products, causing former generations of devices to become
outdated. People often throw their old phones and accessories
away, which end up in the typical waste stream - 1.4 million tonnes of
electronic waste are sent to landfi ll every year in the UK.
Critically, there is a rising awareness of sustainability amongst
consumers. In a 2015 report from Nielsen, 72 percent of millennials
said they were willing to pay more for sustainable goods.
E-waste constitutes 70 per cent of all toxic waste. This provides
a huge opportunity, but we need to change industry practice.
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