Spoiler alert: Reuse has been around for most of our human history!
In recent decades, circular economy discussions have focused more on practical solutions, with reusable packaging and the reuse economy becoming key elements. This change reflects a widespread movement based on data, driven by consumer demand, and spurred by environmental urgency.
But, how did we reach this point? To grasp our current situation, let's take a quick journey through history to see how the concept of reuse has evolved over time.
From ancient civilizations to pre-world war II: Reuse as a necessity and practicality
Historically, reusable packaging was the norm. Ancient civilizations used materials like clay pots, wooden crates, and woven baskets to transport and store goods. These containers were durable, versatile, and often had secondary uses. Before World War II, resources like glass, metal, and wood were scarce compared to today. Manufacturers had to maximize available materials, so scarcity kept reusable packaging as mainstream, driven by both necessity and practicality. Rather than creating new containers, brands refilled existing ones, saving on production costs. Consumers also benefited, purchasing products without the added expense of disposable packaging.
For instance, glass bottles for milk, soda, and beer (a method that we still use today!) were routinely collected, cleaned, and refilled. Similarly, cleaning supplies and personal care items were sold in refillable containers. Metal tins, made from aluminum or steel, were also popular for packaging goods like biscuits, coffee, and tea, offering a sustainable alternative.
Post II world war: The birth of the disposable economy
After World War II, there was a big shift towards disposable items. Economic growth led to the rise of disposable packaging, like aluminum trays, paper napkins, and plastic containers. These were hailed for their convenience, reducing household chores and the need for extra help. Disposability became a symbol of progress, moving away from the conservation values of the past.
Plastics, especially, became popular because they were lightweight and durable, even though they couldn't be repaired. Additionally, at a certain time of our history, plastics transformed our world in many positive ways. They've revolutionized medicine with life-saving devices and enabled space exploration. They've also made transportation more efficient by lightning cars and planes, which reduces fuel consumption and pollution. Plastics have even saved lives through items like helmets, incubators, and water purification systems.
But there's a clear downside. Our heavy reliance on plastics has fostered a culture of disposability. Today, around 40% of all plastic produced is used just once. Items like plastic bags and food wrappers are used briefly but can linger in the environment for hundreds of years.
1980: The Birth of the Waste Management Hierarchy
Since the 1980s, Europe led the charge in adopting the 3Rs approach: Reduce, Reuse, and Recycle. This initiative gained international traction by the 1990s as a strategic response to concerns about environmental impacts, aiming to mitigate waste generation and minimize resource extraction and energy consumption. Over the years, the concept of the 3Rs has evolved into a more comprehensive framework known as the 9Rs, as identified by researchers. In addition to the original three principles, the 9Rs include Refuse, Rethink, Repair, and Remanufacture, among others. This expanded approach highlights the importance of embracing a holistic and circular mindset towards resource management, encouraging individuals and industries to explore innovative strategies for reducing waste and maximizing resource efficiency. Within this framework, Reuse is always listed as the most preferred method to extend the life cycle of a product.Source: Sustainable Systems Engineering Course Design: Design for Systems and Society
2000s: The introduction of reusable packaging & corporate adoption
A landmark study in 2002 by the Environmental Protection Agency (EPA) highlighted the benefits of source reduction to help reduce waste disposal and handling costs, due to avoiding the costs of recycling, municipal composting, landfilling, and combustion. It also states that source reduction also conserves resources, such as water and energy, and reduces pollution, including greenhouse gasses, that contribute to global warming. At this time, the environmental consequences of disposable culture started being questioned and prompted a wave of initiatives and innovations aimed at promoting reusability and sustainability.
At a country level, different systems were being implemented across the world. For example, Germany implemented the Pfand system in 2003, which incentivizes the return of beverage containers through a deposit-refund scheme. Consumers pay a small deposit on beverage containers at the time of purchase and receive a refund when they return the empty containers to designated collection points. This initiative has significantly increased the collection and recycling of beverage packaging, promoting the use of reusable containers over single-use alternatives.
In 2007, San Francisco became the first city in the United States to ban plastic bags in large supermarkets and pharmacies. This groundbreaking legislation aimed to reduce plastic pollution and encourage the use of reusable bags among consumers. The move set a precedent for other cities and states to follow suit, sparking a nationwide conversation about the need for sustainable packaging solutions.
Additionally, by the mid-2000s, major corporations started to take notice. Companies like IKEA and Walmart began experimenting with reusable packaging solutions. IKEA, for instance, introduced reusable shopping bags in 2007, which quickly became popular. Walmart's "Packaging Scorecard," introduced in 2006, aimed to reduce packaging waste by encouraging suppliers to innovate and adopt sustainable packaging practices.This period saw the initial push from environmental advocates and early adopters who recognized the unsustainable nature of single-use plastics. For instance, the early 2000s saw the emergence of reusable coffee cups as a sustainable alternative to disposable paper cups. Companies like KeepCup pioneered the design and production of stylish, reusable cups for coffee on-the-go in 2009. Their products gained widespread popularity among coffee lovers and cafe-goers, sparking a movement towards reducing single-use coffee cup waste.
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 reusable 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.
What the future holds for reusables
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.
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