By Any Means Necessary: Get the Word Out About Your Good Work!
By Amanda LaGrange, CEO of Tech Dump and Tech Discounts
Businesses in the reuse sector face a variety of barriers to success. Some of these challenges, such as managing cash flow and employee retention are shared by businesses of all types. However, other challenges are inherent in our shared mission to extend the material life of goods. For example, Tech Discounts must absorb the ridiculous cost of a specialized fastening screw for a certain fruit-branded phone. Another unique obstacle our sector faces is raising awareness about the whole idea of reuse.
Most consumers here in the U.S. don’t think of reuse as an option, probably due in part to something called default bias, which is the human tendency to do whatever is easiest and do what’s always been done. In the case of consumer goods, this means throwing items away and buying new things. Overcoming existing behaviors is hard, but it can be done. Look at all the progress that’s been made in promoting recycling in the City of Saint Paul, which introduced alley carts in January 2017 and is now on track to increase the materials collected by 35 percent in the next five years.
Success is within reach, but the first step is raising awareness about our work!
In my own field of used electronics, we’re getting better about letting people know about their options, but we need to provide more education. For example, a recent report from the Wisconsin DNR indicated that the percentage of residents who knew where to take old electronics rose from 28 percent in 2013 to 45 percent in 2016, but that still leaves a majority of our neighbors to the east in the dark with a “pile of denial.” In fact, the Wisconsin DNR reported that 48 percent of cell phones in homes around the state were unused in 2016. Those numbers are not unusual. In fact, many consumers hold on to their electronics, especially cellphones; the EPA estimates that only 11% of mobile devices are properly recycled. When I hear those statistics, as an e-waste repair shop and retailer with a commitment to the environment, I think about the number of cellphones and PDAs that could be put back into circulation! On the recycling side, the amount of untapped gold, silver, palladium and copper that could be recovered is mind blowing.
All those unused devices are why Tech Dump launched Cell Phone Summer, our campaign to collect ONE TON of cell phones between June 10th and Labor Day. The funds raised through recycling and reselling a ton of phones will provide1,000 hours of work for our social enterprise’s employees, which is great, but it’s not the only reason we’re doing the campaign.
We also created Cell Phone Summer to raise awareness about recycling and reusing mobile devices. Despite all our traditional marketing and communications efforts – advertising, social media, google SEO, media relations, etc. – there were still plenty of people with old electronics that didn’t know about us. We needed to try something new to get them to bring in their stuff, so we launched the campaign. We’re placing Paul Bunyan and Babe collection bins around the metro, our staff is appearing at key summer events, and we’re hosting our own shindigs. We’re also engaging our networks in sharing information about Cell Phone Summer. (Hint: You can help us by Tweeting, Instagramming and on Facebook using the hashtag #CellPhoneSummer.) We’ll finish up in the Eco Experience at the Minnesota State Fair. I look forward to seeing all of you there and discussing your plans for raising awareness about the work your organization does and the great potential of the reuse sector!