We will help eradicate digital poverty

We pride ourselves on bringing technology to more people through our competitive pricing, access to online and physical stores, and affordable and responsible Credit offering. But that’s not all: because our social purpose is at the heart of what we do, we also support causes that help those who might otherwise be excluded.

We want everyone to be able to enjoy equal access to the benefits of technology. Operating across six countries, our approach is tailored to meet the needs of each region and their relevant socioeconomic conditions.

Wherever we operate we can help:

  • Our colleagues help people in their local communities access and enjoy tech.
  • Our customers help us raise funds to help those who are digitally excluded.
  • Our suppliers work collaboratively with us to be a force for good

Read our Social Impact Principles.

Our priority is helping eradicate digital poverty in all countries we operate in. We support the Digital Poverty Alliance’s definition and consider digital poverty to be the inability to interact with the online world fully, when, where and how an individual needs to.

Read more about Communities in our Annual Report.

Digital poverty is a pervasive issue that impacts not only the oldest in society who have been unable to keep pace with technological advancements, or those with acute affordability issues, but individuals of all ages and socioeconomic backgrounds. Digital inclusion is no longer something that’s a ‘nice to have’ – it’s an essential. Being cut off from digital isn’t just an inconvenience – it compounds and exacerbates poverty.

Digital Poverty Alliance

Currys are one of the three founding partners of the Digital Poverty Alliance (registered charity number 1086306), alongside the Institution of Engineering and Technology. The Digital Poverty Alliance (DPA) was run by the Learning Foundation until 2024, when the two brands united.

We continue to be an active and engaged member of the DPA’s work, providing advice and support on strategy, events and reports. For example, we contributed to and supported the DPA launch of its National Delivery Plan (NDP) in June 2023. With six key missions and a set of clear actions, the Plan sets out a roadmap for how to end digital poverty by 2030 and serves as a vital framework for ensuring digital technology is integrated into all our lives in a way that builds a stronger and more equal society. We were also delighted to support the DPA’s inaugural End Digital Poverty Day on 12 September 2023 to fundraise for and raise awareness of the issue of digital poverty in the UK.

Read more about the DPA’s National Delivery Plan on their website at https://digitalpovertyalliance.org/uk-national-delivery-plan/

Read more about our work on digital poverty in the 2023/24 Annual Report

Up to 19m

people aged 16+ are experiencing some form of digital poverty (Deloitte, 2023)

2m

young people in the UK lack access to a device suitable for their education (Nominet Digital Youth, 2023)

1 out of 4

people in the Nordics find it difficult to keep up with the changes in technology

Tech4Families

It’s never been more important to make sure families can get online. One way we’re doing this is to help families who need a laptop to get one. During the year funds collected from our stores in the UK have supported vulnerable families in need by providing life changing access to digital technology through Tech4Families.

In our first two years of working together, we have raised nearly £500k through Pennies. 10% of the donations made at the point of sale in Currys stores directly support Pennies to grow the microdonation movement, the remaining 90% funds Tech4Families.

Find out more about Tech4Families, including how to apply, at https://digitalpovertyalliance.org/tech4families/

Local Fundraising

Community fundraising is encouraged right across Currys, and each year our colleagues support many causes which resonate locally.

Our UK Retail colleagues have climbed, ran, cycled, dressed up and completed incredible challenges to raise thousands of pounds for charities important to them.

Fighting digital exclusion in the Nordics

Each country within the Nordics uses their position and role in society to help fight digital exclusion. We work to raise awareness increase knowledge, and enable access to people who are falling behind in the rapid development of technology.

To connect, play or learn with technology should be easy and fun but that is not always the case. That is why we support organisations and associations with products and guidance – in addition to financial resources. The support we provide is based both on an open application process and long-term partnerships for local, national and global initiatives, including a key focus on combating digital poverty.

Through our annual research, Tech Trouble, we have identified a number of groups that due to age, socioeconomic status, disabilities, language and cultural barriers, or other matters, find themselves on the wrong side of the technological divide in the Nordics.

The survey enables us to keep track of customer challenges when it comes to technology.

Our latest survey found one out of four people in the Nordics find it difficult to keep up with the changes in technology and one out of two say technology has become so expensive they were prevented from buying it because of economic reasons. Almost one out of three say the language of technology has become so complicated it is hard to keep up.

  • one out of three people in the Nordics find it difficult to keep up with the changes in technology;
  • 42% say they have products at home that they do not know how to use;
  • people over 60 worry the most about keeping up with digital development;
  • one out of three respondents say they would stay more in touch with relatives over 75 if they were active on social media.

Sweden

Our Elgiganten stores in Sweden are the main partner of the nonprofit organisation Stiftelsen Laxhjalpen, supporting their Homework Help programme in Sweden, which helps students in vulnerable areas to pass primary school and get a high school qualification. In 2023/24, we donated computers to a loan pool so that students who don’t have their own can borrow one so that they can participate in the digital Homework Help programme.

Denmark

Twice a year in Denmark, Elgiganten partner with the Danish People’s Aid and assist with financial aid and product donations. Elgiganten collect funds instore to support vulnerable families with children during their Christmas aid campaign and Elgiganten Denmark donated over £120k in 2023/24.

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We have worked with the DPA to expand our Tech4Families project into Northern Ireland and the Lincolnshire Coast, supporting vulnerable families in need with life changing access to technology

We have committed to making an annual donation to the British Red Cross Disaster Fund. This means that our support can be allocated immediately and flexibly to people affected by those disasters and emergencies – both those that hit the headlines as well as crises that go unheard

© Libyan Red Crescent. Storm Daniel hit north-eastern Libya, bringing strong winds and sudden heavy rainfall which led to massive flooding and devastation. Libyan Red Crescent teams and volunteers were first on the ground, evacuating people and providing first aid and search and rescue efforts.