Closed Loop Partners’ Center for the Circular Economy, in collaboration with the U.S. Plastics Pact, has published a report titled “Unpacking Customer Perspectives on Reusable Packaging”, which contains insights on U.S. consumer behavior with respect to packaging reuse in the U.S. The data is intended to help key stakeholders–such as brands and retailers–in decision-making capacities around reusable packaging implementation techniques on their journey to making reusable practices a part of everyday life.
Closed Loop Partners and U.S. Plastics Pact hope the report “inspires companies, brands, policymakers, and others to consider reusable packaging systems through the lens of the customer and will serve as a source of inspiration to spark conversations.”
You can access and read the full Closed Loop Partner’s report for free.
The report is based on data pulled on current consumer habits and actions rather than sentiment and can be summarized with five key insights.
 | The Case for Concentrates in Smaller Packs in the Era of Shrinkflation |
Consumer education and employee involvement
First, the report says that consumer understanding of how reusable packaging systems work is integral to their successful integration. Effective education and communication strategies should be implemented throughout the entire reuse process in order to guide the consumer through the various stages involved, from collection and cleaning to redistribution. The report suggests persistent and strategic communication at various touchpoints within the reuse loop. For instance, for reusable packaging systems that involve retail return, retail employees should be trained on the reusable packaging process so they can help inform consumers on how to navigate the reusable packaging system. Also important is electronic communication via emails or in-app reminders when a reusable packaging system uses a smartphone app. More generally, educational campaigns on reusable packaging should be broad and use analog messaging as well, relying also on in-store signage in retail return schemes, and labels on the packaging itself.
Multiple educational channels and interactive moments between consumers and the system itself, including retail employee interactions, are crucial for creating awareness among consumers of how a reusable packaging system works. Pilots tested to generate insights for this report revealed that employees' responses to questions significantly influence customer behavior. The report also states that “communication should present reusable packaging as an easy way to reduce single-use plastic. It should break the process into simple steps like “Buy”, “Use” and “Return.””
Technology-enabled reuse systems
Technology can generate usage data and impact metrics that could provide insights that would help in reuse operation optimizations. If they are to be adopted, technology-enabled reuse systems must balance the backend technological capabilities with a simplified, streamlined frontend user experience, making the system manageable for all users. The report explains that a system is more easily accepted when it minimizes customer friction and perceived inconvenience or extra effort, which includes removing extra steps the consumer would need to take.
