Why successful circular economy apps put users first

If you’ve ever used Vinted or eBay, you’ll know that they make it easy and safe for people to buy and sell their used “stuff”. In fact, by my calculations, they drive over two hundred million circular transactions in the UK alone. This means fewer raw materials are being mined, less need for manufacturing, and therefore less CO2 being produced.

The circular economy represents a £4.5 trillion global opportunity by 2030 and £8bn in the UK. Right now, 78% of people turn to digital platforms to buy, sell and recycle. So, apps are an essential tool for businesses to make a difference and launch sustainable new business models.

Despite their huge impact on the circular economy, building an app doesn’t mean you’ll be successful. Each month, at least one app is released in the UK, and most don’t achieve traction. When it comes to getting your mobile app right, the service or utility of your app is still more important than the positive impact it generates.

Sad as this seems, you need to focus on delivering user value, and accept that those amazing sustainable outcomes are a happy by-product.

User needs first, sustainability second.

I was recently chatting to Mark Burrows, the founder of a cool sustainable app startup called Buckshee. He’s frustrated by seeing so much construction waste go into landfill, sometimes enough to build a whole new house (or garage, at least). Mark knows that, to make his app startup work, he needs to make it work for all the stakeholders (the trades, the site managers, etc.). He’s super-focused on putting user needs first; otherwise, he won’t have a business.

Another example: Too Good To Go achieves c.200,000 UK downloads per month and has had over 10,000,000 UK downloads in total. A whopping success. Their brand is very much focused on the food waste reduction angle. And it is a great brand story. However, I’d argue that most people who use the app are motivated by ‘Get cheap food’. The sustainable impact of stopping food waste comes second. User needs first, again.

Similarly, Vinted’s main appeal is helping users make money from clothes they no longer wear. The fact that clothes avoid landfill is the secondary benefit.

This might seem cynical, but I tested out this theory on a small group of friends recently, and my hypothesis rang true (which may say more about the company I keep).

This pattern is consistent across successful circular economy apps. They solve a pressing problem for users first, then deliver environmental benefits as a bonus.

What makes circular economy apps succeed

Apps are well known for their ability to engage consumers and introduce new behaviours. By making circular practices more accessible and convenient, mobile apps are driving the shift toward resource efficiency, waste minimisation, and long-term sustainability.

I recently conducted some research into impactful apps and the reasons people download and use them. A good portion of the apps in this list  have a circular economy impact, and the most successful ones share some common factors:

They address genuine problems, with sustainability at the core

The apps in this space all promote behaviours that reduce environmental impact, like cutting waste, reducing emissions, or encouraging items to be reused or recycled. They align with broader societal concerns around climate change and ethical consumption.

They enable peer-to-peer and community engagement

Many impactful apps rely on user communities for sharing, buying, or giving, making them scalable and cost-effective. This reliance on building networks can mean initial uptake is slow; however, they become more useful as more users join, accelerating growth and engagement.

They are free & mobile-first

Many of the apps we looked at are free to download and use. By being free, you lower the barriers to entry and make it simple for users to try out the core functions of your app. 

Mobile apps are known for their ability to introduce new behaviours. User-friendly interfaces and straightforward functionalities ensure broad user adoption across different demographics.

They use gamification or habit formation to encourage ongoing engagement

Many of the apps use gamification, reminders, or tracking tools to encourage ongoing engagement and help change user behaviours.

They provide a clear value exchange

Successful apps in this space tend to give users either a financial (e.g., selling unwanted clothing on Depop) or emotional benefit (e.g., planting trees by using the Ecosia browser) of using the service. This helps to educate users as to why they should try (and continue using) the app. 

They offer simple, transparent impact metrics

Following on from the last point, many of the apps we looked at provide clear information on a user’s direct impact, which helps to build credibility and user loyalty.

However, most users want to feel like they’re making an impact, but don’t want to be overwhelmed by information. Apps like Too Good To Go effectively balance this by showing topline insights such as total CO2 avoided or money saved.

Thinking about building an impactful app? Here are some essential questions before you start

If you’re considering creating a mobile app that could have an impact on the circular economy, you should be able to answer the questions below (at least at a higher level):

• Do users really need our app? Validate this through a combination of user and market research.
• What are our competitors doing? Understand what works and doesn’t in your market.
• Will it deliver the results we need? Create realistic projections based on benchmark data.
• What technology should we use? Ensure your app integrates with your existing ecosystem.
• How much will it cost? Focus on building the core features that will give users real value.

All of this information can help you build up a picture of your Minimum Viable Product (MVP), how long it might take to build and how much it could cost. Your MVP should not be the “cheapest product possible” or “an app we can release and be proud of.” It should focus on core features that enable you to test if users get real value from your idea.

The opportunity for impact with a mobile app

The £4.5 trillion circular economy opportunity is there for the taking. But remember: solve real problems for real users first. The environmental impact will follow.

If you’re considering building a mobile app and are looking for some guidance, help, or advice, drop us a line or speak to us on stand 55 at Re:Generation Earth.

If you’re interested to find out more, my talk “Reuse it or Lose it — The role of apps in a circular economy, and could you build one?” will be on at ReGeneration Earth on Wednesday 18th June at 16:00 – 16:15. It’s the third of three lightning talks on the Innovation Stage (15:30–16:15).

Want to explore more examples of successful sustainability apps? Check out our research on the top UK apps for sustainability and net zero.