New European Reuse Alliance
BRAND & COMMUNICATION
May – June 2023
The EU Green Deal sets clear goals and promises nothing less than the restructuring of the European economy. One part of this? The huge packaging industry, which generates millions and millions of tons of waste year after year. Today, 40% of the plastic and 50% of the paper used in the EU is for packaging — and most of it ends up in the trash after a single use.
The new PPWR (Packaging and Packaging Waste Regulation) draft legislation is intended to finally remedy this situation and reduce single-use waste in the long term with binding minimum quotas for reusable packaging in all EU countries and across various sectors, creating new jobs in return. However, there is strong opposition to this plan from the single-use lobby, fast food chains, and supermarket groups.
Throughout Europe, reusable systems are already successfully replacing single-use packaging. We know that reusable systems — if implemented properly — are a key lever in meeting the 1.5-degree Celsius limit set in the Paris Agreement. If 50% of all packages, on-the-go food and beverage containers, and household care products were reusable, we could save up to 3.7 million tons of CO2, 10 billion cubic meters of water, and nearly 28 million tons of materials annually.
To take the wind out of the single-use lobby’s sails, we designed an explanatory video for NewERA that concisely explains why reuse is the future — and the role recycling plays. The video uses five languages to inform national decision-makers throughout the EU of the advantages and the enormous potential — and gives them a clear call-to-action: Don’t further water down the planned reuse quotas. Reusable is not a utopia but an innovative and sustainable business model from which we all benefit!
The vote on PPWR at the EU level is not until the fall of 2023, and reusable quotas may still meet resistance when implemented in national states.
We hope our rEUse campaign will defy the single-use lobby, dispel prejudices among decision-makers, and clear the way for reusable products.