73% of London kids see more wildlife on their devices than in real life

New research from Back Market reveals that 73% of inner-city London children aged 7-14 experience more wildlife on their screens than in their surroundings. With 21% having less than 10 square meters of outdoor space at home, their connection to nature is rapidly diminishing.

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.”

Visit Hackney City Farm to see the upcycled grow bags in action or learn more about Back Market’s sustainability efforts at https://www.backmarket.co.uk/en-gb.