In a social and political environment where plastic packaging is an enemy to be eliminated at all costs, the Ellen MacArthur Foundation has a refreshing alternative to total banning of plastic: reuse. At the Sustainability in Packaging Europe 2019 conference held in Barcelona Nov. 13-14, Annette Lendal, Senior Research Analyst for the Ellen MacArthur Foundation, explained how converting 20% of plastic packaging into reuse models is a US$10 billion business opportunity that benefits customers and represents a crucial element in the quest to eliminate plastic waste and pollution.
“We want to present reuse as something ‘cool,’” she told the 500-plus audience members. “Reuse is fundamentally different, it’s an area of business opportunity. It’s not just about eliminating all the things that make a business for us. It’s about rethinking the way we make packaging.”
Providing one successful example of reuse, Lendal talked about how Coca-Cola is utilizing the best of both worlds—the lightweight and consumer convenience advantages of PET bottles with a reusable model—for its beverages in Brazil. “Coca-Cola was using a refillable glass bottle, but as PET was introduced, it took global dominance. But what’s so interesting in Brazil is that they are trying to merge the two designs. A universal bottle—PET but reusable. The paper label falls off during washing, and the bottle can be reused up to 30 times. This has resulted in an 83-percent higher consumption rate. When the consumer returns the bottle, they get a discount on their next purchase.”
Another example she shared was about U.K. supermarket Waitrose, which has completely redesigned its stores by taking 200 products out of packaging, introducing dedicated refill areas for certain dry and liquid products. “It is a completely different way of selling products,” she said adding that customers are willing to do things differently if they get something out of it. For example, without the packaging, Waitrose is able to sell products at a better price.
