Reducing electronic waste through collective action

Kingfisher

Every year, 5.3 billion mobile phones are discarded prematurely, driving one of the world’s fastest-growing e-waste streams. Kingfisher sought to challenge this model and position device circularity as a collective behaviour.

We created World Phone Amnesty and invited consumers to pledge their unused phones for refurbishment and upcycling, extending device life and reducing emissions.

The initiative highlighted the potential to reduce a phone’s CO₂ impact by up to 43% and positioned Kingfisher as a leader in sustainable mobile innovation.