Reuse: Rethinking packaging

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January 2019
Ellen MacArthur Foundation
Reusable packaging is a US$10+ billion innovation opportunity that can deliver significant user and business benefits. Reuse models are sometimes considered burdensome or a thing of the past. However, innovative reuse models can unlock significant benefits, enabled by digital technologies and shifting user preferences. Reuse models can:
 
  • Cut costs. Packaging and transportation costs can be reduced by supplying refills for reusable containers in compact form, such as in concentrates or solids (e.g. as tablets).
  • Build brand loyalty. Brand loyalty and customer retention can be achieved through deposit and reward schemes for reusable packaging.
  • Improve user experience. User experience can be improved by enhancing the look, feel, or functionality of reusable packaging (which can be more high-end as its initial production cost is divided over many uses).
  • Gather intelligence. Information on user preferences and system performance can be gathered by incorporating digital technologies such as RFID tags, sensors, and GPS tracking into the reusable packaging system. 
  • Optimise operations. Economies of scale for distribution and logistics can be achieved through sharing reusable packaging across brands, sectors, or wider networks.
  • Adapt to individual needs. Individual needs can be accommodated by reuse models that let users mix and match flavours, personalise packaging, or choose desired quantities.
This publication provides a framework to understand reuse and maps 69 reuse examples. Based on an evaluation of more than 100 initiatives and interviews with over 50 experts, it aims to inspire and help structure thinking. It provides a basic description of how different reuse models work as well as typical implementation challenges. The focus of this initial work is on packaging solutions in business-to-consumer (B2C) applications. While there certainly are many reuse opportunities in business-to-business (B2B) applications, these are generally better understood and adopted at scale already.
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Sectors: 
Waste Management and Recycling
Business Sectors: 
Food Processing, Hospitality and Tourism, Manufacturing
Themes: 
Circular Economy, Technology and Innovation, Consumption
Region: 
Africa, Asia, Europe, Latin America & the Caribbean, North America, Oceania
Tags: 
reuse