Reuse 101: A Timeline Perspective of Reuse (Part 2)

Welcome to the (Muuseletter), our bi-weekly newsletter dedicated to helping businesses and cities make reuse second nature. We’ll delve into topics essential to enabling a circular economy, offer practical tips for integrating Reuse into daily operations, and celebrate success stories of those who have already embraced reuse.

In this edition, we explore the evolution of reuse.

2010s: Mainstreaming Reusables

The 2010s marked a significant turning point. Reusable packaging and the reuse economy began moving from niche markets to mainstream acceptance. The Ellen MacArthur Foundation’s 2013 report on the circular economy uncovered the economic and environmental benefits of reusables. According to the report, transitioning to a circular economy, which includes reusable packaging, could save Europe up to $630 billion annually by 2025.

In 2014, a study by the Natural Resources Defense Council (NRDC) found that reusing 10% of products typically made for single-use could reduce carbon emissions by 35%. This decade also saw the emergence of innovative companies like Loop, which partnered with brands such as Unilever and Nestlé to deliver products in reusable containers, further popularizing the concept. The zero-waste movement gained significant traction in the 2010s, inspiring people and communities to adopt waste-reducing lifestyles. Central to this movement is the concept of "refuse, reduce, reuse, recycle, rot," with an emphasis on reducing reliance on disposable items, including packaging. Influential zero-waste advocates and bloggers popularized innovative reusa ble packaging solutions, from stainless steel food containers to cloth produce bags, inspiring millions to embrace a less wasteful way of living.

2020s: Legislative and Consumer Pressure

Entering the 2020s, legislative measures and consumer pressure intensified. The European Union's Single-Use Plastics Directive , enacted in 2021, aimed to reduce the impact of single-use plastics by banning certain items and promoting reusable alternatives. This legislation played a crucial role in accelerating the adoption of reusable packaging across Europe. Similarly, in Asia, for example in Hong Kong, in response to pressing environmental concerns, a historic change was made on April 22, 2024, by banning single-use plastics.

Consumer behavior also evolved significantly. A 2020 survey by Trivium Packaging revealed that 74% of consumers are willing to pay more for sustainable packaging, reflecting a growing preference for reusables. Brands responded accordingly, with companies like Coca-Cola and PepsiCo committing to using 50% recycled content in their packaging by 2030.

Governments around the world have responded to the plastic pollution crisis by implementing legislative measures and policy changes aimed at curbing single-use packaging. Bans on plastic bags, straws, and other disposable items have been enacted in numerous jurisdictions, encouraging the adoption of reusable alternatives. Additionally, policymakers have introduced extended producer responsibility (EPR) schemes, incentivizing manufacturers to design more sustainable packaging and invest in reusable packaging solutions.

Looking Ahead

The future of reusable packaging and the reuse economy looks promising. As businesses, governments, and consumers increasingly recognize the importance of sustainability, the adoption of reusable solutions is expected to grow. In fact, the sustainable packaging market is projected to reach a substantial value of 423.56 billion U.S. dollars by 2029. Although the category of “sustainable packaging” encompasses different types of packaging (some of which may not necessarily be more sustainable), it signals a clear trend towards growth and interest in these types of solutions. The shift towards reusable packaging has already demonstrated substantial benefits. According to the World Economic Forum, if the global adoption of reusable packaging reached 20% by 2030, it could turn into a $10 billion supply business opportunity that benefits consumers and companies. Additionally, a recent European Environmental Bureau report suggests that setting a? reusable packaging target of 50% by 2030 in the EU for key sectors could lead to substantial reductions in CO2 emissions, water usage, and material waste.

Conclusion

Up until very recently, reusable packaging was the norm. Ancient civilizations relied on durable materials for transporting and storing goods and pre-World War II scarcity forced manufacturers and consumers to maximize available resources. Today, as we face environmental challenges and resource scarcity, there is a global movement that redirects to go back to the basics, to have a mindful use of our resources. Our waste management systems are burdened, and single-use items contribute significantly to this challenge. By uncovering lessons from our history, we can go back to the basics and prioritize reuse once again. There is timeless wisdom in the way our societies from the past have operated which we can bring back, even in our current world, where single-use items currently are the norm.

Thank you for reading the Muuseletter. Our vision is to create a world where nothing is wasted, and everything is valued. We hope these insights help you to adopt Reuse within your business operations. If this edition has inspired you, please share it and comment with your questions to help us truly make reuse second nature.