Reusable packaging has potential to align economy and environment, says circular economy specialist

01 Sep 2020 --- Reusability is crucial to achieving a circular economy for packaging, yet several practical challenges prevent reusable solutions from mainstreaming, says circular economy company Searious Business. The main barriers include inter-institutional collaboration, regional differences and consumer mindsets on convenience. The zero-waste solutions provider speaks with PackagingInsights about the untapped business potential of reusable packaging in an industry still largely married to a single-use, throwaway culture.

There is a clear case for the economic benefit of investing in reusable packaging. Searious Business has shown yearly financial savings of up to 30 percent compared to throwaway versions in studies.

A missing component preventing businesses from replicating such profits is close collaboration, says CEO Willemijn Peeters. Exploring collaborations and capacity sharing requires time and energy investments for a problem that is important, but perhaps not as urgent as it should be perceived. 

“In our experience, presenting a positive business case always works. Strong visuals that convey the message succinctly and a proper cost-benefit analysis convince the most skeptical players in this field. Most companies have environmental targets; of course, it helps to demonstrate how introducing a reusable system will contribute towards achieving these goals,” explains Peeters. “The vital element is to make the reusable choice equally or more convenient and more sociable or even fun,” says Peeters.

Regional approaches to collaborations
Western business cultures are very competitive and individualistically merit-driven, which begs the question of to what degree the success of a joint business approach would work in different global regions. 

Responding to the likelihood of success in community-based societies, Peeters says: “In more community-orientated cultures, the switch to reusable packaging will work even better. Apart from all the financial, operational or marketing reasons in favor of reusables, the element of socially favorable behavior plays a key role.” 

In communities, people depend on each other, she continues. “The element of social pressure will work in favor of positive change. You only have to look at the growing number of eco-conscious influencers on Instagram and YouTube to see that consumers are seeking sustainable choices.”

A place for coordinating authorities 
Having a governmental authority impose financial measures, or other tools which encourage a mindset shift and collaboration, will help with the institutional shift to reusable packaging, Peeters affirms. “But if you ask us, it should not be driving this process because interested companies will want to talk about financials and act swiftly,” she highlights. Therefore, Searious Business prioritizes obtaining the skills and knowledge that can highlight the economic benefits of the reuse business: “a real door-opener” when it comes to collaboration. 

Nevertheless, there is still a place for overarching, cross-country governmental coordination. Peeters believes that more financial incentives and requirements for reusable packaging would support reusability growth. “For example, if regulations were in place that required a percentage of food and beverages offered would have to be provided in reusable packaging, the market would be positively stimulated. Also, the associated changes consumer demand would lead to more innovation.”Searious Business supports more financial incentives and requirements for reusable packaging for the EU, for example.

Notably, the European Commission has adopted a new Circular Economy Action Plan – one of the main blocks of the European Green Deal – Europe’s new agenda for sustainable growth. According to the Commission, the new Action Plan implements initiatives along the entire life cycle of products, promoting circular economy processes, fostering sustainable consumption and aiming to ensure that the resources used are kept in the EU economy for as long as possible.

Killing the convenience king?
Over the past seventy years, plastic materials have made themselves indispensable in our everyday lives. While plastic has facilitated technological advances and innovation in seemingly every industry, the food and beverage sector is one notably dependent on low-cost, hygienic, safe and highly-durable packaging. Single-use materials, majoritively plastic in the F&B industry, enables all these benefits alongside consumer convenience. 

The stigma is that reusable packaging is not as convenient as single-use, but Peeters argues against this notion. “One vital element is to make the reusable choice equally or more convenient and more sociable or even fun. Reusable packaging offers more opportunities for customer engagement than the throwaway options. Companies can make the most of this to find out what their customers want, tailor to their needs and increase brand loyalty,” she concludes.

By Anni Schleicher