HMD Global Adds Sustainability-Focused Subscriptions for Nokia Devices

Noting that smartphones account for more than 10% of global electronic waste, the maker of Nokia brand smartphones and tablets has announced a new subscription service that is designed to lengthen the lifespan of mobile devices.

HMD Global, the maker of Nokia devices, said in a Friday (Sept. 2) press release that its new sustainability-focused subscription service is called Circular and is to launch in the United Kingdom and Germany where it will be available on select devices. A unique offering for business customers is to be added in the fourth quarter, and Circular is to expand to other countries in the future.

“Most people have a drawer full of old phones at home,” HMD Global CEO Florian Seiche said in the release. “This is something we hope to change by providing a way for people and businesses to get the most from Nokia devices while leaving the smallest possible footprint on the planet.”

With Circular, the company will encourage people to keep their phones longer by giving them rewards that they can contribute to one of the charities with which HMD Global has partnered. The longer people keep their phones, the more rewards they will earn, according to the release.

When customers do return or replace their devices, the company will reuse devices that are still serviceable and responsibly recycle those that are not, per the release.

Younger shoppers’ desire for sustainable, eco-friendly products and services is driving a “tectonic” shift in how merchants behave as many have added circular payment solution that are kinder and gentler to the environment, Twig CEO Geri Cupi told PYMNTS in a June interview.

Read more: Sustainability Key to Wooing Millennials, Gen Z Customers

Twig is a U.K.-based FinTech firm that helps consumers cash out and offload fashion and electronic products they no longer want.

“We want to give back to the ecosystem and make it possible for consumers and businesses to behave in a more sustainable manner,” Cupi said.

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