Back Market Study: 73% of London Kids See More Wildlife on their Screens Than in their Surroundings

• Research reveals 73% of London kids see more wildlife on their devices than in real life.

• Back Market reinforces its commitment to sustainability education and circularity.

• In collaboration with 'The Frenchie Gardener,' Back Market transformed billboards into garden grow bags now featured at Hackney City Farm.

Bridging the Gap Between Kids and Nature

Despite limited access to green spaces, London parents are fostering sustainability at home, with 84% reporting that their children are actively engaged in eco-friendly practices. These include turning off lights, reducing food waste, recycling (77%), spending time outdoors (65%), and watching environmental TV shows (57%).

Acknowledging this growing disconnect between children and nature, Back Market, the leading global marketplace for refurbished tech, has stepped up with a hands-on initiative to educate and inspire the next generation.

Turning Ads into Sustainable Solutions 

Back Market is dedicated to promoting sustainable and circular practices in the tech industry and beyond. With this in mind, Back Market has partnered with urban gardener Patrick Vernuccio, known as 'The Frenchie Gardener,' to upcycle its Peckham billboard into plant pots, or "grow bags." These grow bags have found a new home at Hackney City Farm, where they became the centrepiece of this week’s Sustainability Superheroes workshop.

Led by Back Market and urban food grower Jack Hodgson, the workshop taught local schoolchildren how to grow their own microgreens. They also learned simple actions to protect the planet, reflecting Back Market’s mission to extend the lifecycle of electronics and reduce waste.

Technology as a Tool  for Good 

Nearly three quarters (71%) of parents say they use technology to teach their children to learn about sustainability; while 60% believe their children learn more about the environment from tech than they could in real life. Educational games and apps on devices like iPhones and iPads have become vital tools for a quarter (26%) of parents in teaching their kids about the planet, highlighting the importance of blending technology and hands-on experiences to foster a deeper connection with sustainability and environmental action.

Luke Forshaw, Head of Brand at Back Market, comments:

“At Back Market, we believe sustainability isn’t about grand gestures—it’s about small, meaningful actions, like teaching kids to grow their own greens or refurbishing tech to reduce e-waste. By collaborating with Hackney City Farm and local schools, we hope to empower the next generation to embrace greener, more sustainable living.”

Jack Hodgson, Urban Food Grower, adds:

“Growing up in a city often means limited access to green spaces, but that doesn’t mean kids should miss out on connecting with nature. At Hackney City Farm, we’re showing children how small actions can make a big difference. It’s about empowering them to care for the environment, no matter where they live, and showing them that sustainability starts with their own two hands.”

*Research carried out by Opinion Matters between 16.01.25 – 20.01.25, with 500 children in London aged 7-14 and 500 parents of children aged 7-14.

About Back Market

Back Market is a global online marketplace for quality refurbished electronics and household appliances, including smartphones, laptops and tablets. Their rigorous vetting process means that only the best refurbishers can sell on the platform, and every device Back Market sells has been tested and restored to perfect working condition according to industry standards. Back Market offers consumers a cost-effective way to buy tech, offering up to 70% less than brand-new for the same quality. Back Market allows consumers to save money and help the environment by extending the life of devices like mobile phones, reducing the need for more brand-new products and helping to conserve vital global resources like precious metals.

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