31 July, 2026

Virgin Media O2’s new ‘Tech Refab Lab’ offers an interesting insight into how businesses can encourage more sustainable consumer behaviours by making circularity visible, accessible and easy to understand.

Many people support the idea of repairing, reusing and recycling technology but uncertainty often gets in the way. Questions about device quality and data security make people hesitate about choosing refurbished, even when the sustainable options are readily available.

VMO2’s findings suggest that awareness and trust may be bigger barriers than willingness. 66% of people wanted to learn more about reuse to help avoid waste, while 67% of people would be more likely to buy a refurbished device if they could see it in person first. Meanwhile, 71% said they would be more likely to donate a phone if they understood the value it could provide to someone in need. Sustainable choices can often feel like the riskier option. People want reassurance that refurbished devices are reliable, secure and worth the investment.

The Tech Refab Lab aims to address this knowledge gap by giving people a clearer view of what happens behind the scenes, helping them better understand the value and impact of their actions. Through information on helping your device last longer, device refurbishment, secure data wiping and material recovery, it helps build trust in the processes that keep technology in circulation for longer.

Initiatives like this remind us that progress towards a circular economy isn’t only about systems, infrastructure or technology. It’s about helping people feel informed, empowered and confident enough to act. When sustainability becomes tangible rather than abstract, people are far more likely to make it part of their everyday decisions.

By Mariama Frimpong