New research* released by HMD Global, the home of Nokia phones, set out to discover people’s behaviour around mobile phone usage, amidst growing global e-waste figures**, finding over half (54%) of the nation has at least two unused, mobile phones stashed away in their homes. While many (48%) keep their old phones in case of an emergency, almost half (47%) do not know how to recycle old devices once they’ve been replaced.

To help visualise the amount of e-waste being generated and going to landfill, Nokia phones bring you the Museum of Unnatural History, a future-gazing museum which takes a unique look at the problem.

Switching bones for phones, the museum showcases e-waste as artefacts in the same way you would expect to see relics excavated from historical sites today. Each artefact is carefully crafted and inspired by the latest data on e-waste.

The museum marks the launch of Circular, a revolutionary new subscription service for Nokia phones and tablets, which rewards people the longer they keep their phone and takes full responsibility for the whole lifecycle of the device, helping to keep them out of landfill.

The longer you keep your phone, the better it is for the planet. Through Circular, those that keep their device for longer are given ‘seeds’ to put towards a range of sustainability causes and charitable efforts. If a device can be reused, it will be. Otherwise, it will be given a second life through recycling, refurbishing, and re-subscribing or going to a cause that needs it the most. When recycled, all possible parts that can be reused will be put towards manufacturing new devices.

Journalist and sustainability expert, Lucy Siegle, said: “The problem of e-waste isn’t new, but visualising the issue in a way we can all digest, such as the museum, is a brilliant way to help us understand and take notice. What interested me about Circular is that it takes on responsibility of the lifecycle of a device which makes it so much easier for consumers to be more sustainable with the products they choose.”

When asked about the top motivations for replacing their handsets, the nation revealed they did so because they wanted better mobile features (44%), wanted to replace the model for one with better battery life (39%), or simply because they were able to get a free upgrade (26%).

Lars Silberbauer, CMO at HMD Global, the home of Nokia phones, commented: “Smartphones contribute to 12% of global e-waste[1]. We want to change that. By giving our devices multiple lives, and by ensuring they are recycled at the end of their lifecycle, we can help keep devices out of landfill. It’s also important to us that we reward those that share the same values as us, which is why Circular actively incentivises users to keep phones in pockets for longer and works towards extending the overall lifecycle of devices.”

Ben Wood, Analyst at CCS Insight added: “Electronic waste is an issue the whole industry must address and services like Circular are a positive step towards creating change.”

Located in Dray Walkway Gallery, the museum is open on Wednesday 9th November 2022. If you plan on visiting and have an old mobile phone that’s been sitting in a drawer at home for some time, you can drop it in a recycling collection box at the museum.