Ashoka
Concerned about the impact of overconsumption and e-waste on people in underdeveloped countries and on the environment, Just Electronic promotes economic, social, and environment-friendly e-consumption alternatives.
According to a recent European survey, less than 40% of electrical and electronic waste (e-waste) is recycled in Europe and according to a UN report, only 17.4% of electronic waste in 2019 was collected and recycled worldwide. Through his job in Logistics and Fulfillment, Abdoulaye Bah was confronted by this reality each day, witnessing warehouses piled high with unused devices rotting away. This reality is partially due to the explosion of online sales, which has created the phenomenon of electronic devices being returned. Ultimately, these products end up being thrown away or destroyed because it is often cheaper for companies to dispose of them rather than continuing to store them. This also leads to a waste of viable natural resources.
Born and raised in Guinea, home to one-third of the world’s iron ore production, Abdoulaye is particularly sensitive to e-waste. “Because of iron ore mines, villages are displaced, biodiversity is jeopardized, and soil is degraded in Guinea. It is revolting to see that while this happens, many new products end up being incinerated. So much raw material is wasted.”
Determined to reduce e-waste and shift mentalities on e-consumption, Abdoulaye created Just Electronic in 2020, a Belgian startup, which offers sustainable e-alternatives, and a smart and easy repair service for electronic and electrical devices in the fight against planned obsolescence.
Breaking the cycle
Laureate of the Brussels-based incubator, ‘Boost Your Project’, Just Electronic is a start-up that aims to reduce premature electronic waste by extending the life of electronic devices. They achieve this by reconditioning worn-out devices and repairing defective devices. Basically, electronic and electrical equipment, that can still be used before it goes to the recycling stage, is removed from the "trash can" and reused to repair and recondition other devices.
Just Electronic proposes three services in its atelier. The team composed of Abdoulaye and his colleague, Dominique, sells reconditioned and second-hand electronic and electrical devices; runs repair workshops to teach and inform consumers; and rents electronic devices to students. Additionally, Just Electronic offers a repair service for household electrical appliances for individuals (B2C) and companies (B2B). To break the cycle of overconsumption, Just Electronic specifically targets people with low incomes, offering them high-end, quality devices at affordable prices, with a one-year warranty. Ever mindful of its environmental impact, purchases and loans from Just Electronic are delivered in Brussels via the bike delivery service ‘Dioxyde de Gambettes’.
Just Electronic has also invested in fighting planned obsolescence, a strategy whereby becoming obsolete or unusable is planned into a product from its conception. As Abdoulaye explains, “it can be difficult to find official manuals detailing a product’s system or how to repair it. Fortunately, there is a large community on the Internet willing to help each other. We try to be active in this community and share our expertise as well.” From computers to electronics and professional devices such as Makita screwdrivers, Just Electronic has its hands on all kinds of products. “Inside every device, there is always something to retrieve that can be used for other purposes. We try as much as possible to recycle every piece.”
New jobs, new awareness
The young entrepreneur is acutely aware of the economic and social potential of e-waste. In the coming months, Abdoulaye plans to set up more collection points in Brussels where consumers, companies, and universities will be able to discard their devices knowing they will be given a second life, either in terms of reconditioning or repurposing of parts. More collection points could lead to the creation of new jobs. “People regularly contact us via social media, asking for training and work opportunities. At present, we don’t have the capacity to respond positively to their demands. But it is something we are really interested in offering in the future in collaboration with Bruxelles Formation or Actiris.”
Through its workshops, Just Electronic also raises awareness of preventive repair. Regular maintenance and correct use of most devices can increase their lifespan considerably. Abdoulaye also emphasizes how important it is to fully understand a product’s characteristics before buying it. “There is a new law in France called the ‘Anti-Waste Law’, which forces producers of electronic devices to rate the degree of repairability of their products on a scale from one to ten. This is excellent news, and I hope it inspires other countries to do the same because it helps consumers to choose their products more consciously.”
Partnering with industry
Shifting mentalities is hard work. Beyond raising awareness among consumers, Abdoulaye also has to convince manufacturers and distributors to collaborate with him. Until now, they remain very wary. “They think we are stealing their work. But in reality, we depend on them. We exist because they produce waste. Fortunately, when they understand that we are willing to pay for their waste, communication becomes easier!” Ultimately, Abdoulaye’s goal is to create a solidarity network between manufacturers, distributors, public authorities, universities, and local businesses, all working together towards a better and more sustainable world.
Joining the Impact Programme was a natural step in that direction. Excited by the prospect of benefitting from the expertise of Accenture, ABN AMRO, and Ashoka, Abdoulaye has also enjoyed expanding Just Electronic’s network by meeting fellow social entrepreneurs. “It’s truly a great opportunity. I get to witness other entrepreneurial journeys and I learn so much through the workshops. I have really enjoyed learning about theories of change and scale-up strategies. These are going to be very useful tools for the future.”
Find out more about Abdoulaye's work HERE