Currys has unveiled a new initiative aimed at supporting those impacted by digital inequality. Beginning this month, the retailer will donate £1 from every online sale of refurbished phones and laptops to the Digital Poverty Alliance (DPA). This move aligns with Currys’ dual mission to promote sustainability by extending the lifespan of technology and to help close the digital divide by 2030. The announcement coincides with the Department for Science, Innovation and Technology’s recently released Digital Inclusion Action Plan, which Currys has strongly endorsed.

As a long-standing partner of the DPA, Currys has already made strides in addressing digital exclusion through its Tech4Families program. This initiative has distributed over 1,800 laptops to families in need, ensuring access to essential digital tools for education and connectivity. Paula Coughlan, Currys’ chief people, communications, and sustainability officer, expressed pride in the new campaign, emphasising the importance of merging sustainability with social responsibility. She highlighted that providing refurbished devices not only reduces electronic waste but also empowers families by giving them access to vital technology for everyday life.

Despite the rising costs of new technology, many consumers remain hesitant to purchase refurbished devices. Research from Currys’ mobile network, iD Mobile, shows that 83% of British consumers find new smartphones too expensive, yet fewer than half are willing to consider refurbished alternatives. Concerns about battery performance and warranty coverage are often key deterrents. To address these issues, Currys is committed to improving consumer confidence, offering refurbished devices in like-new condition with a 12-month warranty included.

Elizabeth Anderson, CEO of the Digital Poverty Alliance, praised Currys for its dedication to bridging the digital divide. She noted how this partnership highlights the role businesses can play in driving meaningful change while promoting sustainability. The funds raised through this initiative will support efforts to provide vulnerable communities with access to essential technology, helping to ensure that no one is left behind in the digital age. Currys’ ongoing commitment demonstrates how corporate responsibility can deliver both environmental and social benefits.