E-waste – a growing problem

Old computers are a big part of e-waste

Our lives are unquestionably enriched by the vast array of electronic gadgets that we own – computers, cell phones, portable MP3 players, and many more – but there's also a downside. The pace of technology makes most electronic items obsolete in a relatively short period. As people upgrade to the latest models of electronic objects of desire, they also confront a complicated problem – how to dispose of electronic waste, or e-waste.

People are becoming increasingly aware that computers, cell phones and other electronics contain harmful chemicals such as cadmium, lead and mercury. Unless properly recycled, these chemicals could make their way from landfills into our soil, water and air.

To get an idea of the size of the problem, consider these predictions from various research agencies and media sources:

• In the next three years, people and organizations worldwide will replace more than 400 million computers
• The average cell phone in the U.S. is replaced after just 18 months
• More than 75 percent of all computers ever sold remain stockpiled in our closets, garages, office storage rooms and warehouses.

While most Americans know that electronics can be damaging to the environment if disposed of improperly, only a small minority (about 15 percent) are aware that electronics can be recycled close to where they live.

eBay's program Rethink, is an initiative that brings together industry, government, environmental groups and the eBay Community to address the growing problem of e-waste. Launched in January 2006, the goal of Rethink is to educate and enable consumers and businesses to responsibly dispose of computers and electronic products they no longer need.

The Rethink initiative – Fresh Ideas for a Cleaner World

Stephani Regalia, Senior Category Manager, Computers

“Rethink originated from an exercise we did to figure out how to meet demand for more used products on the site,” says Stephani Regalia, Senior Category Manager, Computers. “As we did our research to understand what kinds of products people had in their closets and garages, we saw that e-waste was a big issue for consumers who are confused about what their options are for old products that are working and not working.”

In doing their research, the eBay team learned that there has been little consensus among the consumer electronics industry, government and environmental groups about how to address e-waste, and that no single source of information for end-users to learn about or take action against e-waste exists.

With its large and active Community (which includes 79 million users in the United States alone, out of a total of 168 million registered users worldwide) there are few entities as well positioned as eBay to increase awareness of the e-waste problem. And with eBay's experience in pioneering Internet marketplaces, it's also well-placed to be a responsible corporate citizen and help create innovative solutions to tackle the problem.

Regalia points out an additional advantage that makes eBay uniquely placed to play a key role. “eBay is perceived as a neutral entity, both by electronics manufacturers as well as e-waste activities, so we don't run into potential conflicts of interest in this area.” While electronics OEMs (original equipment manufacturers) have several e-waste recycling programs, they sometimes lack credibility among environmental activists. Likewise the business world often has reservations about e-waste activists.

These factors led eBay to engage in dialogue with key players in the e-waste world. eBay worked with the electronics industry, government and environmental groups to create Rethink. Supporters include Apple, Earth911, Environmental Protection Agency, Gateway, HP, IBM, Ingram Micro, Intel, National Cristina Foundation, Silicon Valley Toxics Coalition, UPS and the U.S. Postal Service. eBay's efforts in forming Rethink earned kudos for the company from both industry and environment representatives. Gary Shapiro, President and CEO, Consumer Electronics Association, calls Rethink a "unique resource that is empowering American consumers and businesses with the information they need to conveniently reuse and recycle electronics products."

Reuse, Recycle = Rethink
The centerpiece of Rethink is a Web site at http://rethink.ebay.com that acts as a neutral, online resource for individuals and businesses to learn and take action. The site plays a key role in achieving the goals of the project:

1. Educate consumers about what can be done;
2. Offer them solutions (to sell, donate or recycle their products on and off-eBay and through Rethink participants) ;
3. Invite industry, government and environmental groups to take an active role in reducing e-waste.

Sell, donate, recycle, organize. These are the solution areas at the heart of Rethink. The Rethink site gives you information on choosing the right recycling solution for your e-waste:

Selling – If you think your used computers and electronics have reached the end of the road, think again. They could be just what someone else is looking for. eBay's tools and solutions such as the PC Selling Zone and the Cell Phone Selling Zone help you understand what price you can expect to get on eBay for your old electronic items. They also give you guidance on selling them responsibly, either by yourself or through an eBay Trading Assistant.

Donating – Many nonprofit organizations are Rethink members. You can make good use of your used computers and consumer electronics items by donating them to people or groups in need through these organizations. Some well-known Rethink members include Goodwill, March of Dimes, The National Cristina Foundation, and – of course – eBay's very own eBay Giving Works.

Recycling – The Rethink website has information that helps you recycle your electronic items safely and responsibly. You can put your unwanted or old electronic items into the hands of a reputable recycler, who can dispose of potentially hazardous materials safely and salvage reusable materials.

Organizing to make a difference
While reducing e-waste is a global challenge, action at a local level is what it takes to achieve a meaningful impact. The Rethink initiative brings together a number of resources and programs that can help you find other individuals and organizations looking to make a difference in your area. Resources such as the Rethink Initiative discussion board helps you connect and share knowledge with other members of the eBay Community who are making a difference. Corporate programs like Motorola's Race to Recycle also help build awareness of recycling among young people.

A year after its launch, Rethink has already become a credible player in the fight against e-waste. Regalia says that over 500,000 people have been educated on the problem of e-waste through the Rethink website. In October 2005 alone, during the heavily promoted "Rethink Week", the website averaged over 11,000 visitors per day.

E-waste is an issue that will be in the headlines for years to come, but eBay and its Community are uniquely positioned to do something about it. As Regalia notes, “ It's one of those wonderful situations where we are doing something good for our business and making a positive social impact.”