Currys donates small portion of refurbished sales proceeds to charity: PR or beneficial?

In the early days of trade-in, a small donation to charity was enough to collect devices from businesses and consumers. Today, trade-in prices have surged, and British retailer Currys is taking a new approach. Starting this month, a proportion of every online sale of refurbished technology across its mobile and computing categories will be donated to fight digital poverty. Currys has pledged to contribute towards digital inclusion, aiming to eradicate digital poverty by 2030. The initiative involves donating just over € 1 from each refurbished phone or laptop sale online to the Digital Poverty Alliance (DPA). But in reality: how effective will this be and is it not merely PR?

Strategic priorities combined

“We are thrilled to see the convergence of two of our strategic priorities: promoting refurbished technology and raising funds to tackle digital poverty,” said Paula Coughlan, chief people, communications and sustainability officer at Currys. She emphasized that the initiative ensures tech gets a longer life while also helping families access essential digital tools.

Existing partnership with DPA

As a founding partner of the Digital Poverty Alliance, Currys has already been working on digital inclusion. Through its Tech4Families scheme, the retailer has provided over 1,800 families with laptops, funded by customers' contributions.

Consumer reluctance towards refurbished tech

Despite efforts to promote refurbished technology, consumer hesitancy remains an issue. Research from Currys’ mobile division, iD Mobile, shows that 83% of Brits find new smartphones too expensive, yet less than half are willing to buy a second-hand or refurbished device. Concerns over battery life and warranty often discourage consumers.

Pledging donations but to what extent?

While Currys’ initiative is commendable, questions remain. The retailer has not disclosed how many refurbished devices it expects to sell or the total donation period. Moreover, only online sales count, limiting the overall impact. The hope is that the UK’s Digital Poverty Alliance will benefit significantly, but there is a risk that the financial contribution might be less than expected.