French Easy Cash, operating a network of over 170 franchised stores across the country, has released a white paper that sets a new benchmark for environmental accountability in the retail market. The report, Émissions Évitées et Seconde Main: De l’Intuition à la Mesure, introduces a data-driven framework to calculate how buying used goods reduces carbon emissions. It replaces vague environmental claims with measurable impact, a move that could reshape the narrative of the entire second-hand industry.
Founded in 2001, Easy Cash focuses on the purchase and sale of second-hand and refurbished products. Its product range often includes electronics, books, home appliances, leather goods, and accessories. The model promotes a circular economy by offering functional products at lower prices than new items.
Defining avoided emissions as scope 4
At the center of Easy Cash’s approach is the concept of avoided emissions, sometimes referred to as Scope 4. Unlike Scopes 1, 2, and 3, which measure direct and indirect company emissions, Scope 4 accounts for the CO2 emissions avoided when consumers choose a used product instead of a new one. For second-hand goods, this indicator reflects the sector’s most significant environmental contribution.
Consumer behavior drives real impact
The findings highlight that the benefits of second-hand consumption are not guaranteed but depend heavily on consumer choices. Only 16% of Easy Cash customers said they would have bought a new product if a used one had not been available, signaling a direct substitution that truly avoids emissions. Meanwhile, 34% admitted they would not have purchased anything at all, creating a rebound effect. Product lifespan is also crucial: items must last as long in their combined lives as new products. Additionally, resale intentions matter, with 45% of customers planning to resell, and for smartphones that figure rises to 55%.
Smartphones show the highest substitution rate
The report underscores that product category plays a decisive role. Apple iPhones and other smartphones, with high production footprints and rapid resale cycles, deliver the strongest carbon savings. Each reconditioned Apple iPhone that replaces a new one creates measurable environmental gains. In contrast, categories such as jewelry generate weaker climate benefits, with substitution rates as low as 13% and rebound effects up to 68%.
Valuing climate benefits in euros
Easy Cash translates these avoided emissions into monetary value using the French government’s benchmark of €136 per ton of CO2. Its 2024 sales avoided 25,662 tonnes of CO2e, which equates to more than €3.49 million in avoided environmental costs for society. This quantification strengthens the business case for circular models.
A framework for the wider industry
Beyond measurement, Easy Cash is turning its framework into a strategic tool. It envisions transparent communication for consumers, carbon-linked performance indicators for franchisees, climate dividends for investors, and even the potential creation of carbon credits to support its ALLUREADY 2030 low-carbon plan. It is also urging institutions to recognize avoided emissions as an official reporting standard.
Moving from claims to evidence
Easy Cash’s white paper marks a pivotal step for the resale sector. By moving beyond intuition to measurable data, it strengthens consumer trust, legitimizes the market, and provides a blueprint for scaling the circular economy.
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