The Reuse Revolution is underway – but only Labour legislation can unlock its full potential
In the early 2000’s, the UK’s recycling rate was around 11 per cent. In an urgent attempt to overhaul the country’s waste management system, Tony Blair’s new recycling bill introduced meant that by 2010 all local authorities had to provide every household in England with a separate collection of at least two types of recyclable materials.
Because of this Household Waste Recycling Act, the percentage of household waste recycled in the UK reached 43 per cent by 2016, playing a pivotal role in ensuring that households were able to segregate their recyclables effectively. This legal push laid the groundwork for increased participation in recycling, with local councils being obligated to offer services for materials like plastics, paper, or glass.
Today, as we take the final steps towards implementing a deposit return scheme for single-use beverage containers, reusable packaging delivers the opportunity to reclaim that drive for improvement and transform our relationship with packaging altogether.
On top of that, long-awaited policies on extended producer responsibility and improved recycling collections also aim to claw back lost ground, under successive governments, on the journey to a circular economy.
Yet the potential for positive change goes even further. Labour's manifesto commitment to create a zero-waste economy by 2050 presents a historic opportunity to lead an international reuse revolution.
The next generation of packaging will undoubtedly be of the reusable kind; the question is, how do we scale up fast enough - and smart enough - to unlock the full benefits for both people and planet?
Shifting to reusable packaging isn't just an environmental necessity; it represents an opportunity for innovation and job creation by transforming packaging from a disposable product to a service model.
Looking abroad, there are inspiring examples of this transition already underway. In Germany, the deposit scheme for reusable packaging has achieved an astonishing 97-99 per cent return rate, with refillable plastic and glass bottles being used up to 25 and 50 times respectively.
Meanwhile in France, a law implemented in 2023 requires catering establishments serving at least 20 guests to use washable and reusable tableware for eat-in meals. This has far-reaching effects and potentially takes 130,000 tonnes of disposable packaging out of the system each year.
The blueprint for success is emerging here in the UK as well. Major retailers including Tesco, M&S, and Ocado have launched innovative reuse pilots, demonstrating that these systems are starting to be embraced by the UK consumer and are functioning models that can be scaled to a national level.
The British public is also increasingly aware of the role of reuse in building a circular economy, with recent polling showing that 75 per cent believe reusable packaging must replace single-use packaging to truly tackle plastic waste.
In terms of reach, reusable packaging can – and should - extend far beyond consumer-facing beverage and food packaging. A huge range of products can benefit from reusable packaging, and existing supply chains have enormous scope for reuse in business-to-business transactions.
The support and opportunities are clear but making it happen undoubtedly requires a collective effort. The packaging problem is far too big for one group to solve by itself and creating a reusable system at speed and at scale requires robust, collaborative action from policymakers, businesses, campaigners, and citizens.
This was evident at the recent Global Reuse Summit which City to Sea was proud to host for the second time – over 1,000 guests in person and online from as far away as Australia, Kenya, Indonesia and the US joined us to call the UK government to follow France’s lead by committing five per cent of Extended Producer Responsibility (EPR) fees to fund reuse infrastructure and communications.
There has been much talk of a zero-waste economy but when so many powerful, inspiring voices come together to explain that the experimental phase of reuse is complete and policy must now use the available learnings to drive action and implementation, Labour really must listen. A reuse strategy for the UK, alongside strategic investment, is essential to making this a national reality.
To unlock the full potential of reuse, we need an aligned vision from businesses and those in power, as well as a solid plan to roll out reuse with, crucially, a clear legislative pathway led by government.
Moreover, by leveraging existing frameworks for extended producer responsibility and exploring fiscal levers, reuse can thrive in line with the government’s existing policies.
As the UK develops the seventh carbon budget, champions a global plastics treaty, and seeks to stay competitive in terms of investment and innovation, there is a clear opportunity to implement the changes needed to reach this ambitious zero-waste future. The reuse revolution represents our most promising pathway to a truly circular economy
Some countries have already forged ahead with reuse, but now is the time to learn from them while tailoring our approach to the specific needs of our own consumers, businesses and the UK’s waste management system.
With the right policy framework and a collaborative approach, it’s possible reusable packaging could become the norm, resetting our relationship with materials for good and leaving a positive legacy for generations to come.
With 2050 a mere quarter of a century away, the government has a historic opportunity to lead this transition, building on the progress already made and establishing Britain as a true global leader in sustainable packaging.
Jane Martin is CEO of City to Sea, a leading environmental charity working to tackle plastic pollution at source.
