To help reduce the amount of e-waste that gets produced every year, a Singapore-based start-up is buying old electronic goods from people and refurbishing them to sell on. We explore the insights behind this, and how brands that engage with the circular economy can meet people's sustainable expectations.
Reebelo aims to reduce the amount of electronic waste by refurbishing second-hand products including phones, laptops, tablets, and gaming devices. A warranty will be given with the devices once they are re-worked, and people can buy the tech at 70% less than a new version. Currently operating in Singapore, the company aims to expand into other markets in the Asia-Pacific region and recently raised a seed round of $1.25 million, which will be used to fund marketing operations, customer service, and hiring. “We are strong believers and investors in circular commerce. What it ultimately stands for is a different form of consumption, with a more sustainable and often fairer way,” says David Rosskamp, one of the fund managers.
During the pandemic, people have been increasingly scrutinising how brands show responsibility through product selling and marketing campaigns. Indeed, 47% of internet users globally have ditched products from a brand that didn't align with their personal values, and protecting the environment was one of the main reasons. With around 50 million tonnes of electronic waste being generated annually, only 20% being formally recycled and the rest being sent to landfills, brands have an opportunity to show they care about the environment by shifting towards more sustainable methods of production. In 2018, Dell tackled the problem of e-waste by teaming up with jewellery brand Bayou with Love to create rings, earrings, and cufflinks made from the gold found in recycled Dell products.
Similar organisations exist in Singapore such as TES, which now operates 38 recycling centres in more than 20 countries including the US. Eric Ingebretsen, chief commercial officer for TES, says that companies in this sector need to expand globally to operate successfully. With demand for refurbished devices on the up in Europe and financial concerns rife post-pandemic, buying second-hand electronics could become the norm.
Hannah Houston is a Data Behavioural Analyst at Canvas8 and holds a BSc in Criminology. She loves learning languages whether that be coding, foreign or body language and is passionate about human behaviour. Outside of work you can find her walking or stroking a dog.
