What does it take to make reuse viable at scale?

Unlike recycling, which retains only some material value, reuse systems preserve the full value of packaging across multiple uses. While elimination of unnecessary packaging waste should be a core priority, reusables offer a strong alternative in more challenging product categories or markets. A limitation to the success of reusable packaging at scale is that more wasteful, single-use options are designed to be cheap in the current economic systems.  

In this context, a recent Innovation Forum webinar panel discussed the state of play on how to address both the need and opportunity of designing new business models and enabling systems for returnable packaging systems. The challenge at hand is not solely technological: it’s about building an ecosystem that works for people as much as for businesses. Collaboration, cultural transformation and infrastructure, including both financial and regulatory enablers, are all vital to making reusable packaging systems work. 

While there are real economic and environmental benefits, realising them at scale will require coordinated efforts from brands, governments, financial institutions and consumers alike.  

Panel:

Developing models for returnable packaging systems that are both environmentally beneficial and economically competitive seems to be possible, based on research and scenario modelling carried out by the Ellen MacArthur Foundation. As shared by Mark Buckley, the foundation’s findings highlight collaboration as a critical enabler of scale. Success depends on coordinated efforts to build shared infrastructure (for collection, sorting and cleaning), standardised packaging that facilitates pooling and transport, and high consumer return rates. However, establishing effective collaboration mechanisms to make this system work remains a central challenge, given the complexity of aligning multiple stakeholders. 

Speaking on stakeholder coordination for implementation, Jacob Rognhaug from Tomra presented a pilot reuse initiative for single-use cups, launched in collaboration with Visa and the municipality of Aarhus, Denmark. The pilot aimed to reduce littering and incineration from single-use packaging waste, by designing a reuse system with return logistics that offer convenience for both vendors and consumers. Vendors can sell reusable cups as if they are single-use items, without bearing the logistical burden of re-collecting them. 

Tomra, which sponsored the pilot, manages the reverse logistics and centralised reconditioning of the cups near the city centre, reducing the overall environmental footprint related to logistics. Consumers can return cups at strategically located collection points available 24/7, and receive the deposit on the cup back by tapping on a screen with a digital payment device - without needing to sign up or use an app. 

The system is designed open-managed, meaning it could accommodate packaging from different brands and manufacturers. Despite these conveniences, the pilot revealed that the absence of concrete financial incentives for both vendors and consumers to switch to reuse was a key limitation. Scaling such systems will require greater market uptake of reuse options as well as a combination of supporting regulatory and financial frameworks. 

In the Aahrus pilot, easy, instant refunds for bottle returns were key. Betsey Strader described Visa’s approach to circularity as focused on recommerce and enabling circular systems to work through payment technologies. Visa views its role in accelerating the circular economy as analogous to its contribution to the linear economy: building infrastructure that facilitates widespread participation. 

Visa is working to make circular payment experiences as easy, secure and seamless as those in linear systems. This includes exploring how to enable unbanked populations to participate in circular systems such as reverse vending machines. Successful behaviour change requires understanding what consumers value and designing incentives around those preferences. While technology can enable new models, the larger challenge lies in managing the complexity of a massive ecosystem of actors and helping consumers develop new habits and routines within these systems. 

Heineken launched its new circularity strategy in early 2024. The strategy includes a target aiming for 43% of all volumes sold in markets to be reusable packaging formats. Transforming single-use bottles into reusable formats involves significant operational shifts, such as adapting production lines and conducting consumer awareness campaigns, but Heineken’s transition stands on solid grounds as reuse has long been part of their business models. 39% of the company’s packaging, including kegs and reusable bottles, are already being sold in reusable format but presenting geographic variability in terms of consumer awareness and engagement in the system. 

Reuse is seen as both a sustainability commitment and a commercial opportunity, with consumer behaviour becoming an increasingly focal point of their strategy. The launch of reusable packaging in markets such as South Africa was paired with consumer education and efforts to make reuse aspirational through premium design and sustainability storytelling. Besides brand-led strategies, Alex Cramwinckel explained how achieving meaningful change requires coordination across the entire value chain and alignment with regulatory frameworks, especially considering the Packaging and Packaging Waste Regulation (PPWR) coming into force in Europe.  

While regulation provides a foundation for action, it does not automatically harmonise implementation across competitive industries. Ultimately, system transformation seems to depend on developing shared infrastructure and a collective vision for circular packaging. A key question across all discussions was who bears responsibility for building and paying for the necessary infrastructure. At present, reuse systems remain limited in scale and heavily reliant on the initiative of a few actors. 

While pilot programmes can prove technical feasibility, scaling them requires broader financial commitment, policy support and cost efficiency. Adjusting the financial drivers and incentives at scale is essential to bring reuse on par with single-use options. Once viable models are validated, industry stakeholders must come together to invest in the infrastructure needed for widespread adoption. 

The broader cultural shift needed to support reuse systems was also highlighted during the webinar. Brands, with their ability to shape consumer desires and cultural norms, can play a major role in making reuse mainstream. Mark Buckley pointed out that many brand-led pilots often remain isolated experiences. The challenge is to extend these initiatives beyond niche trials and embed them into the everyday consumer environment, such as the high street. This requires designing comprehensive and consistent reuse experiences that can seamlessly fit alongside other retail practices.

This webinar was organised in the lead up to the Sustainable Packaging Innovation Forum, taking place in Amsterdam on 6-7 May. Click here for information on how to get involved.