REUSE FOUNDATION PROMOTING REUSE TO PREVENT PLASTIC WASTE

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THE ‘RECYCLABLE’ LOOPHOLE: HOW REUSE MAKES A DIFFERENCE

If brands made packaging reusable instead of recyclable it’d make a big difference.

Right now, about 70% of plastic packaging is classed by brands as “Reusable, Recyclable or Compostable,” according to Ellen MacArthur Foundation’s Global Commitment. But by defining progress this way, brands can choose the easiest option - recyclable - which is also the least effective and allows them to sidestep meaningful change.

But what if 70% was reusable, allowing people to get refills instead of buying products in disposable plastic?

Globally, plastic packaging consumption is estimated at 130-150m tonnes per year. If 70% of that was reusable packaging, we could prevent up to 100m tonnes of plastic waste every year.

Let’s look at the “recyclability” story too. Only a small proportion of supposedly recyclable plastic actually gets recycled - about 10% globally. Most recyclable plastic is burnt or landfilled; that which is recycled is mostly downcycled and will ultimately end up as unrecyclable waste down the line.

Moreover, making plastic packaging recyclable does not reduce the amount of plastic needed in the first place. Many brands lean heavily on recyclable claims as a sustainability badge - but these claims are hollow.

Loose definitions and lenient standards let brands look green without making meaningful change.
If we’re serious about tackling plastic waste, reuse isn’t optional, it’s essential. [Image Credit: © Bluewater Sweden on Unsplash]

Highlights

Global Hopes Rise For Plastic Treaty Progress
	Next month, negotiators from over 170 countries will gather in Geneva to resume talks on a global treaty to end plastic pollution. While earlier sessions ended without agreement, optimism is growing after recent successes in other international environmental deals. Key sticking points remain, such as reducing plastic production, regulating harmful chemicals and securing funds for low-income countries to address plastic waste. Many businesses and environmental groups are pushing for a treaty that covers the entire plastic lifecycle and unites governments worldwide. Experts stress the urgency, warning that failure to act now could have lasting consequences. Consensus and strong regulations are seen as crucial to making real progress against global plastic pollution.[Image Credit: © Catherine Sheila on Pexels]
Soap Refill Machines Reduce Plastic Waste
	Sabon Express, a Philippine refill company, launched automated vending machines called Blue Boxes to help cut single-use plastic waste. Located in office buildings, the stations let people refill dishwashing, laundry and fabric care products using their own bottles for a small fee. With support from government agencies and other organizations, the machines ensure clean and efficient operation, real-time stock monitoring and solar-powered options. Using Blue Box can save up to seven plastic sachets per liter refilled, making refills affordable and mainstream. Sabon Express is not competing with big brands, but is offering a practical, scalable alternative to encourage everyday consumers to choose less plastic in their cleaning routines.[Image Credit: © SabonExpress by ZAMCOR Manufacturing]
Smart Refilling Kiosks Help Reduce Plastic Use
	Ecoworks, led by Sean Lam in Singapore, operates automated refill kiosks for household cleaning products, addressing the country’s rising single-use plastic problem. Since launching in 2024, Ecoworks expanded to 14 convenient locations, offering plant-based detergents and dish soap. Customers bring their bottles, pay electronically and then fill. Kiosks are managed remotely, tracking inventory and reducing costs. Ecoworks aims to shift reuse culture by making refills accessible outside of specialty shops and already prevented more than 500 kg of single-use plastic waste. Plans are in place to expand the network regionally and introduce more product options.[Image Credit: © Ecoworks Singapore]
Global Plastics Treaty Debated In UK
	UK MPs are pressuring the government to support firm targets for reducing plastic production during upcoming Global Plastics Treaty negotiations. Talks aim for a legally binding treaty by 2040, but past rounds failed to reach agreement. Committee chair Alistair Carmichael called for transparency and high ambition, emphasizing that global plastic waste could triple by 2060 if decisive action is not taken. MPs urge the UK to insist on strict production reduction targets and to advocate for openness, as strong international collaboration remains vital for tackling plastic waste globally.[Image Credit: © Tom Fisk on Pexels]
EcoBeautyScore Rates Beauty Products’ Eco Impact
	Major beauty brands like L'Oréal Paris, Neutrogena and Nivea launched the EcoBeautyScore, an industry-wide system that grades the environmental impact of cosmetics and personal care products. This science-backed, A-to-E rating simplifies eco-data for shoppers, boosting transparency and trust in sustainability claims. The platform analyzes factors like carbon footprint and water use over a product’s full lifecycle, and brands are independently audited. EcoBeautyScore empowers consumers to choose greener products and helps brands reduce waste by spotlighting problem areas in product design. It currently covers four categories: shampoo, conditioner, body wash and face care. [Image Credit: © EcoBeautyScore Consortium]
US States Slow To Implement Plastic Waste Reforms
	A new Ocean Conservancy report finds most US states are slow to tackle plastic pollution. By rating 20 state policies on single-use plastics, recycling and microplastic controls, researchers found only six states scored “good” or better, while most need major improvement. States are crucial in managing recycling systems and enacting bans, such as those on Styrofoam food containers or single-use plastic bags, which have proven effective. Extended producer responsibility laws are slowly expanding but face industry pushback. Even ambitious states struggle to implement strong rules.[Image Credit: © Magda Ehlers on Pexels]
Shoppers Rejecting Plastic, Demand Eco-Packaging
	Survey data from consulting firm Aura show 37% of US and Canadian shoppers skipped a purchase due to unsustainable packaging. The number is even higher in Europe. Most consumers think brands use too much packaging, especially plastic, and see packaging as a sign of a company’s real commitment to the environment. Many companies, including those in the US Plastics Pact, delayed or are failing to meet their plastic reduction targets. With growing health concerns over chemicals in plastics, consumers are pressuring brands to improve. Experts warn that without swift company action and clearer regulations, businesses risk losing customers and facing tougher policies.[Image Credit: © Fikri Rasyid on Unsplash]
UK Retailers Advance Reusable Packaging Systems
	Nine major UK grocery chains, including Tesco and Sainsbury’s, united to explore reusable “prefill” packaging across stores and online. Supported by government agencies and WRAP, they aim to make it easy for customers to buy products in prefilled, returnable packaging. Data from GoUnpackaged show that even a 30% move to reuse could save UK businesses millions of pounds and slash packaging waste-related emissions by 95%. Lessons learned from small pilots will guide a standardized, nationwide approach. [Image Credit: © Waste and Resources Action Programme]
Hygiene Fears Stall Reuse And Refurbished Goods
	A new global study reveals that nearly half of consumers avoid reused or refurbished products due to hygiene concerns—the so-called “ick factor.” Despite broad support for recycling and circular economy solutions, doubts about cleanliness, quality and safety often outweigh environmental motivations. Only a third would consider buying used electronics or imperfect produce, even though most agree their choices affect the environment. In the UK, 64% say they’d trust circular products more if there were official labels backing eco-claims. The study shows brands must go beyond green marketing and ensure strict standards to build consumer confidence and help cut plastic and other waste.[Image Credit: © Anja from Pixabay]
Amcor’s Pouch Innovation Cuts Plastic Waste
	Amcor and Slovenian brand Mediacor launched a 2-liter recyclable refill pouch for Nana-brand cleaning products, cutting plastic use by up to 80% and carbon footprint by 64% compared with two 1-liter PET bottles. Nana is the first brand to use Amcor’s AmPrima 2-litre pouch in the home and personal care sector. With e-commerce’s importance for the brand, Nana needed a lightweight and durable packaging solution. [Image Credit: © https://www.amcor.com/media/news/nana-pouch-refillable]
Henkel Uses Renewables In Toilet Rim Block Plastics
	Henkel now uses renewable raw materials in most of its Bref toilet rim blocks sold in Europe. Through a certified mass balance approach, the company substitutes fossil-based inputs with renewable ones during production. The change covers both the cleaning agents and the plastic cages. Henkel partners with suppliers like Moeve and BASF to replace fossil ingredients, cutting around 10,000 tons of CO₂ annually. The plastic cages also contain 30% recycled material, and Henkel is working to make the remaining virgin plastic renewable-based too. These efforts support Henkel’s goal of reaching net-zero emissions by 2045 and reducing its product carbon footprint.[Image Credit: © Henkel AG & Co. KGaA]
Consumers Shouldn’t Be Blamed For Low Recycling Rates
	Recycling industry experts urge a shift away from blaming consumers for low recycling rates, stressing the need for more inclusive, understandable messaging and systems. At the Packaging Recycling Summit, leaders from GreenBlue and the US Plastics Pact highlighted the lack of clear consumer guidance and the inconvenience of current recycling methods, especially for plastic films. They call for simpler recycling labels and more consumer-friendly systems. Success stories suggest that behavior change is possible when recycling is easy, emotionally rewarding and clearly beneficial. [Image Credit: © Niko Lienata from Pixabay]
P&G Launches Bottle-Free Shampoo And Conditioner
	Procter & Gamble announced Gemz, a new hair-care line using single-dose, water-activated “Gems” to replace traditional plastic bottles. These solid, concentrated shampoos and conditioners dissolve quickly with water, cutting down on packaging and product waste. The brand targets younger, eco-conscious shoppers seeking convenience, customization and less plastic in their routines. Gemz launches in mid-July at Target with a line of five shampoos and five conditioners. [Image Credit: © Procter & Gamble]
Mars Struggles To Meet Plastic Packaging Goals
	Mars is falling short of its 2025 plastic packaging targets. According to its 2024 sustainability report, 64% of its packaging is now recyclable, reusable or compostable, still a long way from the 100% target for 2025 it signed up to as 2018 as part of the Ellen MacArthur Foundation’s global commitment program. Post-consumer recycled plastic contributes 7% of its total plastic packaging, again a long way from its 2025 goal of 25%. Infrastructure gaps for plastic recycling remain a barrier and Mars emphasizes the need for collective action across supply chains to meet ambitious plastic reduction goals. The report acknowledged Mars has “a long way to go” but highlighted some progress areas, including increasing recyclable packaging and expanding refill and reuse solutions. [Image Credit: © Mars, Incorporated]
Greenpeace Pushes Plastic-Free Refills In The Philippines
	Greenpeace's “Kuha sa Tingi” project promotes refill stations in small Philippine stores, helping reduce sachet waste by encouraging reusable packaging. This community-led solution addresses the toxic and inequitable impacts of single-use plastics, linked to severe health and environmental issues. The project proved profitable for store owners and economical for consumers, reducing reliance on sachets, which are nearly impossible to recycle. By reviving traditional buy-what-you-need practices, Greenpeace hopes to expand the model nationwide and reverse the throwaway culture epitomized by sachets. [Image Credit: © Clayton Majona from Pixabay]
Unilever’s Lynx Bottle Now 70% Recycled HDPE
	Unilever ANZ, partnering with local suppliers, launched a 400ml Lynx body wash bottle made with 70% post-consumer recycled HDPE, sourced and processed entirely in Australia. The plastic comes from local curbside bins, sorted and converted at Circular Plastics Australia’s facility, and remanufactured into bottles. Unilever then fills them at its Sydney site. This marks a shift from polypropylene to rHDPE. The black masterbatch used is carbon-free, ensuring the bottle can be recycled. [Image Credit: © Unilever]
Nestlé And IBM Use AI To Advance Sustainable Packaging
	Nestlé and IBM created an AI-driven system that identifies new high-barrier packaging materials optimized for recyclability, durability and food safety. This generative AI tool adopts a specialized chemical language model to suggest novel packaging formulas, accelerating the development of recyclable mono-materials. Nestlé plans to integrate the system across its R&D efforts to reduce virgin plastic use and boost circular packaging. [Image Credit: © Nestlé]