Refill Station

The Future

Reducing the need for plastic is clearly good for the environment. The urgency to act on plastic pollution is now widely understood and many large organisations – including Unilever – are committed to creating a circular economy for plastic. Recycling is important, but it’s just one component. Refillable and reusable could well be the gamechanger we need.

At the same time, consumers are increasingly demanding more eco-friendly packaging and a reduction in plastic. Preferences are also shifting to more sophisticated packaging, including higher quality and even personalised. Innovative reuse models can tap into these shifting trends by, for example, delivering better-looking, more functional packaging that allows customisation.

This, in turn, presents a business opportunity. Through more convenient models and more attractive packaging, we can deliver a superior user experience and build brand loyalty. It can also help save costs, particularly in terms of transportation.

According to a new report by the Ellen MacArthur Foundation (PDF | 18MB), replacing just 20% of single-use plastic packaging with reusable alternatives offers an opportunity worth at least $10 billion.

Closing the Loop

The other thing to remember is that this won’t necessarily get rid of plastic completely. Plastic is still involved in some way in most models – in the small refill bottles or the bulk dispensing containers in-store. Plus of course, for the most part, the initial reusable container is made from plastic.

What’s important is that these models – if designed and implemented correctly – will dramatically reduce the amount of plastic in circulation. Plus, to really ‘close the loop’, we need to make sure that most, if not all, the various elements are themselves widely recyclable.