Summary Bullets:

• UK telcos are using Earth Day to launch new climate change and circular economy initiatives for all types of customers from consumers to businesses.

• Selling benefits like cost savings and guaranteeing refurbished equipment alongside providing emissions reduction training, advice, and tools enable further sustainability progress.

April 22, 2024 marks Earth Day, which highlights the importance of protecting the environment. The impact of climate change is becoming more of a daily event worldwide as evidenced by reports of unprecedented flooding in Dubai (UAE) and Guangdong (China) in just the past seven days. Telcos in the UK are using Earth Day to launch and re-emphasize initiatives and programs they are undertaking to address the challenge of CO2 reduction.

BT has announced a partnership with the UK Business Climate Hub (UKBCH) to help UK SMBs to halve their CO2 emissions by 2030 and to achieve net-zero emissions by 2050, having estimated that they account for 44% of non-household emissions. BT claims nine out of 10 SMBs “would like to address climate change” – but find it challenging to get started and identify the right tools to mitigate their environmental impact.

BT is offering free tools and support to SMBs to achieve net-zero emissions. It is also offering advice on how to reduce carbon emissions, save on energy bills, create tailored net-zero business plans, use free carbon footprint calculators, and access online training courses on cutting emissions.
Vodafone is using Earth Day to encourage customers to engage with the circular economy, which is focused on the benefits of adopting a ‘reduce, reuse, refurbish’ mindset, noting that 45% of UK consumers consider the impact on the climate before making new purchases. Vodafone also notes that, over the last year, it saw an 85% increase in sales or refurbished devices.

Research by Vodafone has found 27% of Brits select refurbished devices for environmental benefits, and 42% for cost savings. However, 30% would not consider a refurbished device over concerns over poor battery life (64%), phone longevity (57%), and fears devices might be faulty (56%). To combat this, Vodafone’s ‘Lifetime Service Promise’ means every new and refurbished phone comes with ‘Battery Refresh’ and ‘Lifetime Warranty.’

Virgin Media O2 is marking Earth Day with a deal for O2 customers, offering a GBP50 credit when they buy a ‘like new’ refurbished handset (although only from April 18, 2024 to May 1, 2024, so not a sustained effort). The goal is “to drive the circular economy and give unwanted phones a new life.”

Earth Day is an obvious PR vehicle, but service providers would be foolish to not try to take advantage. Better positioned as a launchpad for long-term commitments to tackling the climate crisis, offerings go beyond the fatal ‘greenwashing’ accusation when they demonstrate a measurable benefit in terms of CO2 emissions reduction. Combining the sustainability message and goals with practical advantages such as cash savings and reliability guarantees only serves to underline the positive steps every business, large or small, and every consumer can make in tackling the climate crisis.