Canary Wharf Group collaborating with HELPFUL app to encourage widespread reuse and recycling across the Estate


As part of their Breaking The Plastic Habit campaign to tackle single-use plastic waste, Canary Wharf Group have partnered with HELPFUL, the creators of the world’s first plastic recycling and rewarding app.

In an industry first, the app will help those visiting and working on the Estate to correctly recycle their waste, make the switch to reusable products to avoid single-use plastic and collect rewards in a pioneering Estate-wide effort to drive behavioural change.

By downloading the HELPFUL app, adapted and geo-fenced especially for Canary Wharf, consumers will be able to scan their plastic waste and receive immediate feedback from the app, telling them exactly where on the Estate they will be able to recycle or reuse the plastic products. In return, they will receive a virtual reward “coin”, redeemable via QR codes on the recycling/reuse points, which they can then spend at participating retailers on the Estate. 

The app will be available to download from the 10th January. 

Martin Gettings, Group Head of Sustainability at Canary Wharf Group plc says “This app is an incredibly useful tool for informing people about different plastics used in products, as well as highlighting where our Deposit Return Scheme, water refill stations and recycling points can be found on the Estate. Even better, Helpful enables customers to collect rewards online; in a future-thinking step personalised by our Breaking The Plastic Habit campaign, we are using ‘gamification’ to making recycling fun! Utilising technology like this is a brilliant way to enable people to get involved, make a difference and be rewarded in doing so. Importantly, we are once again proving that collaboration does result in action. As we strive towards our Plastic-Free Commercial Centre status, we’re pleased with what we have achieved so far, but we know there is more to do throughout 2019 and going forwards. We hope this app will be a powerful device to help all of us break the plastic habit ”.

Evan Michaels, founder of the HELPFUL App says, “Working with Canary Wharf Group has been highly insightful and proven it is possible to tackle single-use plastic waste on a large scale. We’re delighted to be contributing towards their Breaking The Plastic Habit campaign and moving the Estate one step closer to Plastic Free Commercial Centre Status. It is our hope that our work with Canary Wharf Group will form a template for other communities as they set an example that sustainability can be achieved by empowering people with innovative, accessible and smart technology".

Elizabeth Gaffney