April 5, 2022

We Choose Reuse: Setting Effective Reuse Targets

The European Union (EU) is about to revise its Packaging and Packaging Waste Directive (PWWD). This provides an opportunity to eliminate unnecessary packaging
and transition from single-use to reusable packaging, and hence significantly reduce resource use, waste and pollution. The fact that the current PPWD includes only
recycling targets creates an excessive focus on recycling, whereas upstream measures
should be given priority. Setting reuse targets in the PPWD is one of the tools the EU
can and should use to make reusable packaging the new norm.