Virgin Media O2 and Coventry City Council have expanded their partnership to scale the CovConnects digital inclusion programme, which redistributes unwanted devices to residents across the city. The initiative encourages local businesses and public sector organisations to donate unused devices, preventing electronic waste while improving access to technology for people unable to afford their own equipment.
Building a circular economy in Coventry
The programme promotes a reuse-first approach, where laptops, smartphones and tablets are refurbished and redistributed instead of discarded. Over the next 18 months, Virgin Media O2 and Coventry City Council will engage local businesses to donate unused technology, while tackling barriers that limit reuse. This model aims to lower e-waste collection costs, reduce the need for new devices, and extend the life cycle of existing technology.
Scaling the initiative across the UK
Beyond Coventry, the partners plan to share best practices with other local authorities through a working group, enabling faster adoption of device reuse nationwide. Virgin Media O2 also intends to support other councils in rolling out device banks across the UK, as part of its sustainability strategy.
Delivering community impact
Since its launch in 2022, CovConnects has rehomed more than 4,700 devices through community groups, frontline services and health providers. The programme especially supports residents experiencing financial hardship, people in temporary accommodation, or those living with long-term health conditions. Each donated device is securely data-wiped to government standards, ensuring both donor and recipient safety.
Tackling digital exclusion and e-waste
With more than 40% of Coventry residents lacking access to a laptop, this initiative addresses digital exclusion and reduces isolation by helping people get online. The devices enable residents to take online courses, access healthcare, build businesses, or stay connected with family and friends.
Corporate and council perspectives
Dana Haidan, Chief Sustainability Officer at Virgin Media O2, described the initiative as a landmark step in building a reuse-first approach to tech. Councillor Richard Brown, Cabinet Member for Finance at Coventry City Council, emphasised that the partnership demonstrates how older devices can support people across the city while reducing waste.
Aligning with national sustainability goals
This project aligns with Virgin Media O2’s Better Connections Plan, which has already surpassed its goal of enabling 10 million circular actions before the end of 2025. The operator is also a signatory of the Government’s IT Reuse for Good charter, reinforcing its commitment to device reuse and circularity.
Market
Trade-in
Repair
Refurbishing
