Recent exciting developments in the area of mononuclear photoactive complexes with Earth-abundant metal ions (Cu, Zr, Fe, Cr) for potential eco-friendly applications in (phosphorescent) organic light emitting diodes, in imaging and sensing systems, in dye-sensitized solar cells and as photocatalysts are presented. Challenges, in particular the extension of excited state lifetimes, and recent conceptual breakthroughs in substituting precious and rare-Earth metal ions (e.g. Ru, Ir, Pt, Au, Eu) in these applications by abundant ions are outlined with selected examples. Relevant fundamentals of photophysics and photochemistry are discussed first, followed by conceptual and instructive case studies.