In a recent interview, the Nokia Environmental Team were asked a number of questions about what challenges they face environmentally.
They say that the areas most relevant in terms of their ecological footprint are materials, energy efficiency, take back and recycling, and consumer engagement through mobile services. They work hard to ensure that all materials and component suppliers for their phones are fully compliant with their strict environmental requirements.
Nokia is continually trying to raise consumer awareness about mobile phone recycling and trying to make returning old phones as easy as possible. They say: “Proper recycling of used devices can only take place after we have been able to collect the phones from consumers. At the moment, a substantial part of the population don’t think of their used devices as something that can be recycled.”
They have found that different projects work in different countries but that the most important success factor is visible marketing of the campaign.
In India they undertook an extensive media campaign using several different channels from TV advertising to billboards. The adverts were supported by high-profile Bollywood celebrities. This was highly successful.
Other motivational factors to get consumers to return their used devices for recycling are incentives offered such as tree planting and gift vouchers.