“The story here, as in many sectors of life, is not about the loud victories, but about the quiet revolutions that start small and grow steadily beneath our feet,” writes Natah Dufour.
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March 2024 ended one of Europe’s most contentious policy battles for sustainability in recent times. Many hoped the Packaging and Packaging Waste Regulation (PPWR) would signal the end of the era for single-use packaging in Europe. Far from it. The result was an intense fight, marked by the raucous bombardment of single-use lobbyists through the halls of power, who got their way for many materials, and ensured that recycling, instead of reuse, remained paramount in the EU’s waste hierarchy.
Yet, if you look beneath the surface, the narrative is not solely one of defeat. The story here, as in many sectors of life, is not about the loud victories, but about the quiet revolutions that start small and grow steadily beneath our feet.
Reuse — a term once relegated to the margins of environmental dialogues — is now on everyone’s lips. The EU saw a record of 177 kilograms of single-use packaging waste per person in 2020, and so public demands coupled with scientific proof that reuse systems slash greenhouse gases and prevent waste from piling up have led to a crossroads moment. We can either continue on the path we are on, or start engaging with real-world, community-driven initiatives making tangible impacts. Zero Waste Europe’s work is part of the latter story. The blueprint for reuse established by our Reuse Vanguard Project (RSVP) is giving European cities a real chance to localise environmental policies, increase civic and community engagement.
In cities like Paris, we are seeing similar trends. Florentin Letissier, Deputy Mayor of Paris, says the city is focusing on implementing sustainable practices for large-scale events, including the upcoming Olympics. This includes enforcing contracts that stipulate the use of reusable packaging and planning for a deposit hub to manage reusable materials at a regional level. For the Olympics, catering for 13 million people is an immense feat at every step of the supply chain. While the games have used recycled metals in their medals previously, and Paris aims to use recycled plastic chairs, they have not quite hit the circular economy mark with its other big waste problem. These forthcoming Olympics serve as both a temporary showcase and a testbed for these sustainable practices, with the first ever use of a reusable cup system for the biggest sports event on the planet. Meanwhile, this prompts questions about the permanence and performance improvement of these initiatives, post-Olympics. Not least because the cup will be fully branded – people tend not to reuse something that is dated. But first, let’s celebrate this enormous initiative and make sure all the learnings are centralised to prepare the ground for the next Olympics, and score even higher.
In 2021, the Netherlands significantly advanced its environmental agenda by implementing a new 15-cent deposit return system (DRS) on all plastic bottles under one litre, a move by Environment Minister Stientje van Veldhoven to counter decades of ineffective voluntary measures by the packaging industry. This system has positioned the Netherlands as a leader in European waste management practices. Building on this momentum, the “Evernew” initiative in Rotterdam is now pioneering a shift toward sustainable urban practices with an innovative trial aimed at reducing waste through a scalable reuse ecosystem. Supported by environmental innovators like Packback, backed by the Ministry of Infrastructuur & Waterstaat and private investors like Invest NL, this project is developing a scalable reuse ecosystem, starting with a test phase in the challenging environment of the Rotterdam Central Station.
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In other cities like Aarhus, city officials are discussing tailoring the project’s blueprint to align with the city’s broader sustainability goals. Facing annual waste management costs of approximately €5mn, 48% of which stems from food and drink packaging, the city views this initiative as a crucial step towards resolving its waste management issues. Supported by a significant investment from Tomra, this first-of-its-kind project in scale and approach leverages voluntary participation and economically attractive incentives, including a deposit system integrated with major credit card companies for instant refunds. In a matter of a few months, the well-designed and convenient system is already reporting nearly 300,000 cup returns through the system and an overall return rate well above 80 percent.
We know now there is a business case for reuse. But effective reuse hinges on robust system designs that the PPWR could enhance. A robust infrastructure including drop-off networks, return logistics, and washing facilities, along with stringent governance that establishes clear operational rules, is essential for the effectiveness of reusable systems. Bigger population density only enhances the efficiency and economic viability of these systems. The RSVP initiative aims to establish industry-specific reuse targets and introduce a tax on single-use packaging, with the overarching goal of achieving a 15% reduction in waste by 2030.
As we reflect on the European elections, the stakes for progressive environmental policies remain high. The alarming gains of the far right pose a challenge to our ongoing efforts, but with the support of cities like Rotterdam, Aarhus, and Paris, there will remain a resilient commitment to battle for reuse and the environment. In light of these pivotal elections, let us reaffirm our dedication to not only preserving but advancing the progress we have made.
