The $10 billion opportunity to transform 20% of disposable plastic packaging worldwide into reuse models is an important part of the effort to eradicate plastic pollution. It is essential that all parties work together to find new ways to consume, produce and distribute plastics while simultaneously addressing the source of the problem.
Reuse sees packaging in a completely different light. Packaging is no longer a disposable item that serves the sole purpose of protecting a product. It could be part of that product and bring benefits to consumers and businesses.
Ellen MacArthur Foundation released Reuse: Rethinking Packaging, a book that showcases reuse models beyond the standard reusable shopping bag.
Consumers can choose to refill at home, on the go, or at home. Each model presents unique opportunities and challenges.
Based on interviews with over 50 experts and an analysis of over 100 reuse models, the Ellen MacArthur Foundation found six ways that a refillable and reusable model can provide significant benefits for both consumers and companies.
1) Make compact products to cut costs
Transport costs can be reduced by as much as 90% when refills are supplied in concentrated forms for reusable containers. Blueland for instance offers window cleaner in tablet form.
2) Customization allows you to meet your individual needs
Some reuse models allow customers to personalize their purchase. Pepsi Spire, for example, allows customers to mix and match flavors, select their preferred quantity, and personalize the packaging.
3) Maximize operations by sharing designs
The sharing of reusable packaging designs among brands and value chains creates economies in scale for distribution logistics. Coca Cola Brazil’s reusable universal bottle is one example.
4) Increase brand loyalty by offering reward and deposit schemes
Brand loyalty can be increased by offering reward and deposit options for reusable packaging. Repack offers discount vouchers to customers who return their reusable ecommerce packaging.
5) Enhance customer experience with superior design
Loop platforms improve the customer experience by offering well-respected brands products in durable, reusable packaging. These include double-walled metal tubs that keep icecream cold for hours outside of the freezer. This is possible due to the fact that production costs are divided among many uses.
6) Use smart system to gain intelligence
RFID tags, sensors and GPS tracking can all be made possible by reusable packaging. Systeme such as MIWA’s intelligent supply and retail system use smart and reusable capsules which allow for supply chain tracking, stock monitoring, and automatic order reordering.
These benefits can be combined to create more successful business models, which are supported by a better customer experience. SodaStream’s ability to customize the experience allows users to mix and match flavours and reduce shipping costs.
To transition to reuse, you will need to rethink business models and invest. There is still much to be done. In addition to the six benefits mentioned above, an Ellen MacArthur Foundation study revealed that the potential for converting 20% plastic packaging into reuse models is worth $10 billion.
The over 350 signatories to New Plastics Economy Global Commitment recognize the importance of reuse. This commitment recognizes that recycling cannot be relied upon alone and that it is necessary to rethink how we sell products to consumers. More than 100 business signatories committed to moving, wherever possible, from single-use to recyclable packaging by 2025.
Launch of the Consumers Beyond Disposability platform
The Future of Consumption project of the World Economic Forum supports developing solutions that promote responsible patterns of consumption. To make reuse work in practice, it will require ambitious pilots as well as substantial investments. In order to achieve this, leaders in the industry, government, innovators and designers must rethink packaging and how consumers interact and use products.
The World Economic Forum has launched a ‘Consumers Beyond Waste’ platform to enable large-scale adoptions that reduce waste. This platform brings together government, business and civil society. Stakeholders will work together to identify, guide, accelerate and implement innovative solutions that deliver better results for consumers and the environment. The platform’s multi-stakeholder agenda will benefit from the invaluable knowledge and analytical framework provided by the Ellen MacArthur Foundation’s research on reuse.
A Platform Steering Group is going to work with the Coalition to drive change and elevate the ‘Consumer Beyond Disposability” agenda. This group can draw upon real-world examples to gain valuable insights. Loop, for instance, has begun to pilot its durable packaging model in major urban areas and invites stakeholders to collaborate to shape new standards and environmental impact measures. Now is the time to get involved.
