The world's waste problem
has never been bigger.
And the solutions have never been more urgent — or more achievable.
of solid waste generated globally every year
of all materials entering the global economy are recycled back into it
projected waste by 2050 — a 70% increase
We are not on track.
The circular economy is a compelling idea: a world where materials stay in use, waste is minimised, and resources are regenerated. But the gap between that vision and today's reality is enormous.
Right now, only 7.2% of the materials that enter our economy are cycled back into it. The rest — 92.8% — ends up in landfills, incinerators, or the environment.
The problem isn't a lack of awareness. People want to sort correctly. Organisations have sustainability targets. Municipalities are under regulatory pressure. The problem is a lack of data, feedback, and incentives.
"You can't improve what you can't measure. And you can't motivate people without showing them the impact of their actions." Carrot founding principle
Behaviour is the bottleneck.
Studies consistently show that even well-intentioned people sort incorrectly — not because they don't care, but because they lack clear feedback. They don't know if they're doing it right. They don't see the consequences of contamination. They're not rewarded when they improve.
This is where Carrot comes in. We believe the fastest path to a circular economy runs through behaviour change — and behaviour change requires data, transparency, and meaningful incentives.
The commercial reality.
For property managers, poor waste sorting is expensive. Contamination leads to entire fractions being sent to incineration — destroying recoverable materials and increasing costs. Without visibility, it's impossible to know where the problem is, let alone fix it.
For municipalities, the challenge is motivating millions of households with limited direct contact. Traditional approaches — leaflets, awareness campaigns — have proven insufficient.
Closing the circularity gap
through data and behaviour.
Carrot is built on a simple belief: when people and organisations have the right data and the right incentives, they will do the right thing.
Make the invisible visible
Real-time waste data shows exactly what is being sorted, when, and where. Problems become visible. Improvements become measurable.
Incentivise right behaviour
Our reward systems — from gamification to Pay-As-You-Throw fee models — align individual interests with collective sustainability goals.
Empower every actor
From tenants in a shopping centre to households in a municipality — Carrot meets everyone where they are with relevant, actionable information.
Build systemic change
Individual behaviour change, aggregated across thousands of users and properties, adds up to genuine systemic impact on circularity rates.
Real results, at scale.
Carrot customers don't just feel better about waste — they see measurable improvements in sorting rates, cost reductions, and ESG scores.
"Join our journey towards a circular world fueled by data."Get involved
Be part of the solution
Book a demo and see how Carrot can transform waste management in your organisation.