Reuse is simple at its core: instead of making something, using it once and throwing it away, you design it to be used again and again – hundreds of times – in a managed system. In packaging, reuse usually means durable cups, plates, food containers, crates or bottles that circulate in a loop: they’re given to a customer, collected after use, washed in a commercial facility, and put back into service. When they reach the end of their life, they’re recycled.

Done well, reuse slashes waste, cuts carbon, and increasingly, complies with new laws that are phasing out single-use plastics in Europe, the US and here in Australia.

Single-use – items designed to be used once (or a few times) and then thrown away. Even if they’re technically recyclable, most still end up in landfill or the environment.
Recycling – breaking materials down and turning them into something new. Better than landfill, but it still requires ongoing production of new items.
Reuse – keeping the same product in circulation as long as possible before recycling it at end-of-life.

In a reuse system:

1. A customer is served in a durable, standardised item (for example, a polypropylene cup designed for 300+ uses). Packaging Europe
   
2. There’s usually a deposit or incentive that nudges people to return it.
   
3. Items are collected, washed and sanitised in bulk at commercial facilities and returned to the venue or city network.
   
4. Products are tracked and managed as assets, not waste.
   

Recycling still matters, but it deals with waste after it has been created. Reuse aims to avoid that waste in the first place.

Reuse isn’t new – it’s a comeback story.

For much of the 19th and early 20th century, glass bottles, milk bottles and crates were routinely refilled and returned. Deposits were standard.

The post-war boom, cheap plastics and “convenience culture” in the 1960s–1980s flipped the system. Single-use packaging became the norm.

Today, with plastic pollution, climate pressure and rising waste costs, we’re seeing “Reuse 2.0” – the same logic as the old milk bottle, but powered by:

smarter product design, digital tracking and data, specialist washing hubs and logistics partners, and regulation that actively favours reuse over single-use.

Europe is currently the global leader in modern reuse systems, but North American cities and Australian states are catching up fast.

High return rates and profitable systems

The European Reuse Barometer examined 90 reusable packaging solutions across Europe. It found:

Around 78–80% of reusable systems report return rates above 75%.

About 65% of reuse solutions operating in retail are already profitable. Source

In other words: when reuse is designed and managed well, people do bring items back, and businesses can make it work economically.

Festivals and events: less waste, cleaner streets

Belgium and parts of France have turned major festivals into live reuse labs:

In Flanders and Wallonia, reusable cups are now compulsory at almost all festivals. Studies show:

90–95% of cups are returned where a deposit system is used.

Even without a deposit, return rates often reach 70–90%.

Open-air urban events using reusable cups see up to 40% less residual waste, and some closed music festivals report 63% less waste per visitor. Source

At Ghent’s major city festival, a mandated reusable system for cups and food containers achieved:

95% return rate for cups,

about 40% reduction in waste per visitor,

plus significant cost savings for organisers. Source

These aren’t small pilots – they’re national or city-wide rules that have normalised reuse for millions of people each year.

City-wide reuse: Lisbon’s cup revolution

In 2025, Lisbon became the first European capital to roll out a city-wide reusable cup system for its nightlife and hospitality venues. The scheme, launched with TOMRA and the local hospitality association, uses a deposit-return model: customers pay a small (€0.60) deposit, get it back when they return the cup at smart kiosks, and cups are washed and recirculated. Source

Lisbon also backed the scheme with regulation: a 2024 city council rule bans disposable plastic cups at many events and venues, forcing a shift from single-use to reuse rather than just “encouraging” it. Source

Large venues: hundreds of reuses per cup

Specialist reuse providers working with European and US venues now design cups and utensils to withstand hundreds of cycles. For example, one stadium-focused operator reports:

Cups engineered for up to 300 uses,

Millions of single-use items avoided, with significant CO₂, energy and water savings across their venues.

The message from Europe is clear: with the right design, logistics and policy, reuse can deliver high return rates, lower waste management costs, and real environmental wins.

The US still leans heavily on disposables – an estimated 50 billion single-use cups are purchased and thrown away every year. Source But recent pilots show how quickly behaviour can change when reuse becomes the default.

Petaluma, California: a whole city tries reuse

In 2024–25, the city of Petaluma, California ran a city-wide reusable cup trial with more than 30 cafés, restaurants and chains (including Starbucks, Taco Bell and others):

Over a three-month period, residents and visitors returned around 220,000 reusable cups. Source

Returns represented about 51% of all cups distributed, which was enough to pass the environmental breakeven point – the point where reuse clearly beats single-use in overall impact. Source

Surveys found around 81% of residents given a cup reported returning at least one, and 85% said they were proud the city piloted the program. Source

Crucially, analysis from researchers suggests that even when cups are only reused about twice on average, they can already outperform comparable single-use cups in terms of emissions, provided washing and logistics are efficient. Source

Venues and tours: high participation, heavy use

US venue-focused operators are also seeing strong performance:

One major concert and venue reuse provider reports participation rates of around 95%, helped by on-site education and venue staff engagement. Source

Another operator reports an average of 120 uses per plastic cup before it’s retired and recycled, with a design target of about 300 uses. Source

These numbers matter: the more times a reusable item is used, the more its environmental “start-up cost” (materials, manufacture, shipping) is spread out – and the better it performs compared to single-use.

5. Why regulators are backing reuse

Europe: from recycling to reuse targets

Europe’s packaging rules are shifting from “recycle what you can” towards “make it reusable or recyclable – and actually reuse it.”

Key policies include:

The Single-Use Plastics Directive, which restricts certain single-use plastic items (like cutlery, plates and expanded polystyrene food containers) and sets collection and recycled-content targets for bottles. Source

The new EU Packaging and Packaging Waste Regulation (PPWR), which aims for all packaging to be reusable or recyclable by 2030 and introduces reuse targets for beverage and takeaway packaging – for example, at least 10% of beverage packaging to be reusable by 2030, with a long-term goal of around 40% reusable in some categories. Source

Some cities and regions go further, outright banning disposable cups at certain events and requiring reusable alternatives, as Lisbon has done for parts of its nightlife sector. Source

At the same time, NGOs and regulators are watching large brands closely. For example, Coca-Cola has recently been criticised for dropping a global target to have 25% of its packaging be reusable by 2030 – a move that campaigners say shows why binding regulations, not voluntary commitments, are needed to scale reuse. The Guardian

Australia is moving rapidly on single-use plastics, but the picture is patchy by state and territory.

National overview

All Australian states and territories have now committed to banning at least some single-use plastics, such as lightweight plastic bags, straws, stirrers, cutlery, expanded polystyrene takeaway containers and certain plates and bowls. Exact timelines and lists vary, but the direction of travel is clear: more bans, not fewer. Australian Marine Conservation Society

A national summary compiled for retailers in 2025 shows:

Many bans are already in force.

Additional bans are rolling out or under consultation in several jurisdictions.

Some future bans are temporarily on hold, making the regulatory landscape complex – but the overall trend is towards tighter controls on single-use plastics. National Retail Association

State-by-state momentum

New South Wales (NSW)

NSW’s Plastic Reduction and Circular Economy Act 2021 has already banned items like lightweight plastic bags, plastic straws, stirrers, cutlery and certain polystyrene foodware. Circular Australia

The newer NSW Plastics Plan 2.0 reports that the state has already exceeded its target of reducing plastic litter items by 30% by 2025, and lays out the next steps for further cuts in plastic waste and more circular systems. EPA NSW

South Australia (SA)

SA has been a national leader in plastic regulation for years. From 1 September 2025, it introduced the next stage of its single-use plastics ban, including:

Prohibition of pre-filled plastic soy sauce containers (the tiny “fish” and similar containers), and

Removal of some exemptions for attached plastic straws, cutlery and expanded polystyrene cup and bowl packaging. News.com.au+3replacethewaste.sa.gov.au+3Small and Family Business+3

These bans target items that are particularly prone to litter and difficult to recycle, and they explicitly point businesses towards refillable or reusable alternatives.

Western Australia (WA)

WA’s Plan for Plastics is phasing out a range of single-use plastic items. The latest updates emphasise:

Alignment with regulations banning different single-use items, and

Encouraging non-plastic alternatives where reuse isn’t yet possible, while strongly promoting reusable options first. Western Australian Government

Other states and territories (Queensland, Victoria, ACT, Tasmania, NT) have their own bans and timelines, creating a patchwork of rules that large retailers like IKEA have publicly criticised as costly and confusing – one reason there are growing calls for harmonised national standards and clearer frameworks that support reusable systems across state borders. The Australian

What this means in practice

For councils, venues, caterers and brands in Australia, these bans and plans mean:

Single-use options will keep shrinking – either becoming illegal, more expensive, or both.

There is a strong policy push towards reusable systems, especially for cups, food containers and other high-volume items at events, stadiums and hospitality venues.

Early movers who adopt reuse now will be better prepared for future regulation and public expectations.

7. What does a good reuse system look like?

Across Europe, the US and increasingly Australia, high-performing reuse systems share a few core ingredients:

Durable, standardised products

Items are robust enough to withstand hundreds of industrial wash cycles while maintaining safety and appearance. This spreads their environmental impact over many uses. Packaging Europe+1

Clear return pathways

Deposit-return systems, easy drop points (bar, kiosk, bin, smart machine) and simple “how it works” messaging are crucial. Where deposits have been introduced at festivals and in cities, return rates of 90–95% are common. The Brussels Times+2belganewsagency.eu+2

Efficient washing and logistics

Cups and containers are collected in bulk, washed in commercial, food-grade facilities, and redistributed. Studies from European festivals show this can cut overall waste per visitor by around 40% or more, while reducing litter and cleaning costs. circulars.iclei.org+2The Brussels Times+2

Data and tracking

Modern systems often track asset flows (how many cups, where, how often) to optimise stock levels, washing capacity and logistics. This helps keep systems cost-effective and transparent.

Engagement and communication

Successful programs invest in clear signage, staff training and public campaigns. The Petaluma trial, for example, saw high participation and pride among residents when reuse was framed as a community effort, not just a technical pilot. triplepundit.com+2Sustainability Magazine+2

The environmental case is strong. When products are well-designed and reused enough times, life-cycle studies consistently show they beat single-use on emissions, resource use and waste – sometimes even at relatively low numbers of uses. State of the Planet+2circulars.iclei.org+2

The business case is maturing. European data shows most reuse systems are achieving high return rates, and a majority of retail-focused solutions are already profitable. letsrecycle.com+1

The policy trend is undeniable. From EU reuse targets and city-wide bans on disposable cups, to Australian state bans on everything from plastic bags to soy sauce fish, regulators are steadily closing the door on single-use. Small and Family Business+4digicomply.com+4euronews+4

For councils, venues, festivals, stadiums, universities and brands, “what is reuse?” is no longer just an educational question – it’s a strategic one:

How will you replace single-use plastics as bans expand?

Where can you trial reuse first – cups, food containers, back-of-house packaging?

Which partners, washing hubs and logistics providers will you work with to make the system seamless for staff and customers?

How will you communicate the story so your community understands the “why” and feels proud to be part of the change?

The good news: the heavy lifting on proof-of-concept has already been done in Europe and North America. The examples above show that reuse is no longer a niche experiment – it’s a practical, scalable answer to plastic waste.