Friday 28 November, 2025
REUSE Foundation Calls for Action to Unlock the Potential of Reuse as Plastic Waste Continues to Surge Worldwide
London, 28 November 2025 – The REUSE Foundation has released a groundbreaking report based on the first global survey of reuse-focused businesses. The report reveals a thriving industry driven by determined entrepreneurs looking to tackle plastic waste at its source. However, these businesses are facing significant barriers that prevent them from scaling their solutions.
The 2025 Reuse Practitioners Survey collected responses from 66 companies across 25 countries, providing a comprehensive look at the state of reuse on the frontlines. The findings show that while the sector is full of innovation and momentum, it lacks the necessary policy support, visibility, and financial backing to replace single-use plastics on a meaningful scale.
Key Findings: A Growing Industry Hindered by Structural Barriers
1. Reuse businesses are innovating globally, but lack political and financial backing
The survey found that many companies face confusing, slow, or non-existent regulatory processes for reuse. 70% of respondents believe that stronger policy support would be a critical driver of growth.
One respondent, a refill from home provider in the UK, stated, “Policy is lacking. Reuse is the best thing for the environment, but we don’t get any tax or other benefits from doing it – and neither do consumers.”
2. Reuse solutions are diverse, innovative, and expanding
The survey found that respondents are operating in various sectors, including household care, personal care, beauty, reverse logistics, refill technologies, tracking systems, and return-from-home solutions. The most common category is household care, with 61% of respondents operating in this sector.
The survey also showed that many of these companies are in either their growth or established phase, indicating an industry moving beyond experimentation.
3. Collaboration is seen as crucial for growth
The majority of companies (77%) expressed a desire to collaborate with other reuse providers. Additionally, 56% support the creation of a reuse impact alliance or knowledge sharing platform.
A reuse consultant from South Africa stated, “Big companies have run pilots in some countries but don’t share the results, so we keep making the same mistakes. We should share lessons.”
4. Entrepreneurs are motivated by a shared purpose: stop plastic waste at the source
Interviews with practitioners revealed that most are driven by both an environmental mission and emerging commercial opportunities. Many see reuse as a “massive potential” industry, but one that requires structural support to compete with entrenched single-use systems and the plastic waste they generate.
5. Incumbents with scaled linear supply chains and ingrained consumer habits impede reuse
The survey found that major CPG incumbents operate large linear supply chains that deliver disposable packaging at a very low cost. These systems externalize the true environmental costs of waste, making single-use appear cheaper than it really is. Decades of marketing and product design have conditioned consumers to expect disposability, making behavior change slow even when motivation is high.
Reuse providers must compete with artificially low-priced single-use packaging and deeply ingrained consumer habits. While many consumers express interest in reuse, shifting established habits requires investment in education and time.
The findings show that while reuse businesses are showcasing solutions, the wider system is not set up to support their success.
“Reuse is one of the most effective ways to reduce plastic waste, but the businesses delivering these solutions are being left to do it alone. Reuse receives a fraction of the support given to recycling and single-use alternatives,” said Roger Sharp, trustee of REUSE Foundation. “These companies are solving the problem, and this industry is ready to scale. Now it needs governments and brands to step up.”
The report’s findings will inform REUSE Foundation’s strategy and actions and guide new initiatives.
For more information, contact: roger@reusefoundation.org or visit www.reusefoundation.org.
About REUSE Foundation
REUSE Foundation is a UK charity focused on scaling pragmatic and impactful solutions that reduce reliance on single-use plastic. The organization works with reuse entrepreneurs, practitioners, and global experts to accelerate proven models that benefit both people and the planet.
Their current programs include:
– Sponsor a Village, which aims to demonstrate that reuse can work in the lowest income communities in India.
– Bottles for Good, which seeks to seed reuse habits in the UK by working with refill stores around the country to make discounted refillable packaging available.
– Refill, Not Landfill!, a student/youth competition with a prize for the best social media posts that communicate why plastic recycling is failing, why reuse is the best option, and inspire behavior change.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.