Technology retailer Currys ramped up its e-waste recycling marketing message this week with the launch of a gaming experience on the Fortnite platform.
It represents an effort to help encourage Gen Z to make better choices around disposing of end-of-life tech, and comes after the retailer launched an array of advertising spots focused on the role it is playing in the ‘circular economy’ last month.
Supported by the Department for Environment, Food & Rural Affairs (Defra), Currys has brought to the market ‘Trash Tycoon’ – a virtual experience aiming to influence better consumer choices when binning unused, unwanted, or even broken tech.
The game’s Tycoon map serves as a visual representation of the 880 million unused and broken tech items estimated to be hoarded in UK homes by showcasing a virtual world made entirely of e-waste. The competitive game challenges players to go head-to-head on a mission to mine and recycle as much trash as possible, for valuable in-game and actual rewards worth over £1,000.
Currys said by placing this message where digital natives spend so much of their time, there is an chance to educate young people about the UK’s mounting e-waste problem.
New research from Currys to support this initiative found that despite being considered an eco-conscious demographic, two-thirds of young people are more likely to bin their tech trash over recycling, while 75% currently hoard unwanted tech in their homes, despite having no use for it. Over a third (35%) put off recycling e-waste due to a lack of information, according to the study.
Moira Thomas, director of sustainability at Currys, commented: “I’m optimistic when it comes to the future of e-waste.
“As the UK’s largest tech retailer, we know people, particularly Gen Z, want to recycle their old tech, but there is a lack of knowledge of how to do so responsibly. That’s why we’re confident Trash Tycoon will break down barriers, helping people better understand the issue of e-waste, in a language they can relate and take inspiration from through the hugely popular game of Fortnite.”
Currys said its recycles 60,000 tonnes of e-waste a year on average – and it encourages consumers to bring in their old tech through schemes such as ‘Cash for Trash’, which provides credit for use towards future purchases if they recycle items in Currys’ stores.
Television presenter and DJ, Tyler West, who is helping support the new Fortnite gaming experience for Currys, said: “Trash Tycoon is a game-changer, quite literally.
“Gaming has definitely been my ultimate escape and go-to ‘night in’ activity. As a Fortnite fan, it’s refreshing to play a map that addresses real-world issues. It’s about time we turn gaming into a force for good – I can’t wait to dive in with my squad and see how I can level up my base, whilst recycling tech trash.”
Environment minster Robbie Moore added: “I hope tackling e-waste in the virtual world can help younger generations understand the importance of responsible waste disposal in the real world.
“It’s vital we turn the tide of e-waste, which sees 155,000 tonnes of electrical waste thrown in the bin every year. This is why we have set out new proposals to make it easier for householders to recycle their electrical goods and to spark the move to a more circular economy.”
[Image credit: Currys]
