Back Market has partnered with Google to trial a practical scheme aimed at keeping older laptops in use for longer. The initiative centres on distributing ChromeOS Flex via USB, enabling compatible Windows and Mac devices to be refreshed with a secure, cloud-based operating system rather than being discarded when software support ends.

The logic behind the pilot is straightforward, meaning that much of today’s electronic waste stems from devices that are still physically functional but no longer receive updates. By installing a lightweight, cloud-first operating system, ageing laptops can continue to handle everyday tasks such as browsing, streaming and document editing. This approach shifts the emphasis from hardware replacement to software renewal, helping to reduce unnecessary upgrades.

From a circular economy perspective, the collaboration underlines a growing recognition that sustainability is not only about recycling, but about extending product life. Giving schools, small businesses and consumers an accessible way to modernise existing machines tackles e-waste at source and reinforces the idea that innovation can mean improving what we already own, rather than constantly buying new.