Best Buy, the Mecca of electronic doodads and thingamabobs, is ramping up its sustainability initiatives with an ambitious plan to collect one billion pounds of e-waste over the next five years.

It’s a clever marketing move—as consumers become more aware of the issues surrounding e-waste, they will increasingly want to shop at responsible electronics retailers. And Best Buy is firmly establishing itself as the easiest retailer for e-waste recycling.

Accepting responsibility for old stuff in order to sell more new stuff. Not exactly a wash, but it’s a huge step in the right direction.

(via bmdesign)