I have been fortunate to work with advocates and experts across the sector over recent years to develop a shared vision of a thriving circular economy. An economy reaching beyond compliance to achieve competitive advantage, where packaging is valued by businesses, citizens and communities. A competitive marketplace delivering commercially viable business models that unlock value, where marketing communications reward returns and enhance customer relationships, where packaging is traceable and sustainability claims are assured.

Industry needs to think big

The wholesale rewiring of our systems to support recycling and reuse is needed to address the impacts of packaging. In his interview on the Talking Rubbish podcast, Mike Berners-Lee described the need for a values reset, asking how much we can address our challenges using sticking plasters like increased recycling rates or new kinds of plastic. He questioned that while "those things might be important on one level, but are they going to fundamentally deal with the polycrisis?"

The limitations of small-scale reuse

McDonald's report, The Complex Reality of Reusable Packaging in Europe, demonstrated that reuse cannot work financially, environmentally or operationally in partial scenarios—only dine-in, single items, or at 10 per cent of a menu as mandated by PPWR. In limited cases, modelled over six months, the resulting levels of packaging return, consumer adoption and operational cost led the company to conclude that reuse could not compete with single-use in limited applications.

This highlights a critical challenge: piecemeal reuse initiatives face inherent limitations. When reuse schemes operate in isolation—restricted to single locations, limited product lines, or small customer bases—they struggle with low return rates, high per-unit operational costs, and inadequate infrastructure to handle reverse logistics efficiently. Without the economies of scale that make single-use packaging commercially viable, these small-scale pilots often fail to demonstrate reuse's true potential, creating a self-fulfilling prophecy that undermines investment and ambition.

So, what's the solution? Stick with single-use and improve recycling, or transition to reuse at scale from the off? It's unhelpful to play recycling and reuse off against each other when realistically the size of the problem, and the prize, require both to succeed. With global consumption of plastic accelerating, plastic recycling plants closing and Global Plastics Treaty negotiations stalling, incremental, piecemeal and isolated action, picking off the low-hanging fruit, is just a drop in the ocean.

There are glimmers of hope, thanks to the resilience and sustained efforts of NGOs, government, innovators and corporates. The stars revealed at this year's Global Reuse Summit are starting to align:

Supportive policy landscape allowing reuse to compete commercially with single-use. PACKUK are leading Extended Producer Responsibility and with the first invoices landing in October, businesses are interrogating significant new expenditure and considering how to reduce it. Materials swaps and lightweighting will be the quicker wins, but the tax is here to stay and in the long term reusable packaging will be taken much more seriously as an innovation to deliver savings. Early movers will harness the enhanced brand equity and marketing value that reusable packaging can deliver; the laggards risk being left on the shelf.

Industry collaboration is breaking down the barriers to scale. This year Go Unpackaged's collaborative research project built a data-driven case demonstrating the commercial and environmental benefits of reuse at scale, working with partners across the value chain. UK governments are working with WRAP to unite industry efforts with nine of the UK's largest grocery stores to develop standardised, interoperable systems to enable shoppers to return packaging. We can learn from our international colleagues on the enabling conditions for reuse to give UK business the best chances of success.

Investment from public and private sectors into shared reuse infrastructure is critical. EPR will unlock funding to help local councils with the financial burden of waste management. The question is how to ensure that funds contribute directly to delivering a truly circular economy for packaging, with effective consumer education, business models and shared infrastructure. Will UK government follow the example set in France where EPR fees are ringfenced for reuse? Considering the opportunity for impact and economic development that reuse presents, the level of investment has been inadequate, blocked by the economic disadvantage compared to single-use and the lack of regulatory clarity and enabling infrastructure. As these are unpicked, greater investor confidence must follow.

The size of the prize

Waste management reforms undertaken in the late 1990s resulted in landfill diversion, increased recycling rates and the development of an industry valued at £24 billion and employing nearly 150,000 people in 2024 (Environmental Services Association, 2024).

The economic potential of scaled reuse is already being demonstrated globally. Germany's deposit return scheme achieves a remarkable 98 per cent return rate for eligible drinks containers, proving that reuse systems work at scale when properly designed. The global refillable and reusable packaging market is projected to grow from $118 billion in 2025 to $189 billion by 2030, demonstrating significant commercial appetite for circular packaging solutions.

With the UK packaging market valued at £58.3 billion in 2023 and projected to reach £72.2 billion by 2033, even capturing a modest fraction through reuse represents significant economic opportunity. UK trials are proving the concept works: the Reposit scheme with M&S has engaged over 10,000 customers across 25 stores, while research shows 69 per cent of consumers are likely to try products in returnable packaging if available where they shop.

Imagine the growth potential of a reuse industry that matches or even exceeds recycling in 20 years. What would a slice of this pie offer your business? See Resource Hot 100 Refill Return Pioneer Award Winners 2025 as an example of those businesses leading the way!

Jane Martin, former CEO of City to Sea and advisor to PACKUK's voluntary Communications and Behaviour Change Advisory Group (CBCAG), is looking to continue her impact in the sector. Connect with her on LinkedIn.