Zero Waste Europe urges cities to make reuse mandatory to achieve zero-waste goals

EUROPE – A new report by environmental advocacy network Zero Waste Europe highlights the growing momentum behind municipal efforts to promote waste prevention, reuse, and repair as core components of the transition to a zero-waste economy.

Despite visible successes, the organization warns that many cities continue to treat reuse as optional rather than essential, hindered by limited financing and weak policy frameworks, reports Packaging Insights.

The report showcases positive case studies from across Africa, Asia-Pacific, Latin America and the Caribbean, North America, and 19 European countries, underscoring the potential of local action to drive systemic change.

“Single-use packaging will become a thing of the past, and it will be viewed as harmful to health and the environment—much like smoking is today,” said Jack McQuibban, Head of Local Zero Waste Implementation at Zero Waste Europe.

“The real question is whether this transition can happen fast enough. Businesses should act now to help design the future—where reusable packaging is the norm and anything non-reusable is, at a minimum, 100% recyclable.”

McQuibban urged the packaging industry to recognize the shift early and evolve their business models in alignment with upcoming regulatory and societal expectations.

He called on stakeholders to work collaboratively with policymakers to shape resilient systems that embed industry at the centre of sustainable change.

Making reusables the default

Among the standout examples in the report is Tallinn, Estonia, where the city achieved a 92% return rate for reusable tableware at public events.

The municipality established over ten reuse and repair hubs and implemented a mandatory deposit-return system (DRS) for reusable packaging at events. Crucially, single-use and compostable items were banned, leaving reusables as the only option.

“They combined smart incentives, clear communication, and decisive policy,” explained McQuibban.

“Most importantly, they removed ambiguity—reusable packaging wasn’t an option, it was the standard.”

In contrast, he noted that cities offering both single-use and reusable packaging without adequate guidance often see citizens revert to the status quo.

Other notable cases include Škofja Loka, Slovenia, which prevented 23,000 single-use cups in 2024 through a rental service, and Zagreb, Croatia, where landfilling dropped by 20% and separate waste collection rose by 50% after banning single-use plastics in public buildings and expanding door-to-door collection.

Barriers to circularity

Despite these achievements, significant challenges remain. McQuibban pointed to a persistent lack of accessible financing for reuse and repair initiatives.

“Most circular economy funding still flows toward recycling plants or waste treatment facilities,” he said.

Additionally, he cited a shortage of reliable data and proven models as a reason many cities hesitate to pilot new initiatives. The report aims to fill that gap by providing practical examples and replicable solutions.

“Economically, it’s still often cheaper to landfill or incinerate than to implement reusable systems,” McQuibban added.

“This is partly due to the artificially low cost of single-use plastic and the failure to account for its environmental externalities. Landfill and incineration fees also remain too low to drive meaningful change.”

Maite Liekens, Reuse Project Officer at the Netherlands-based Fair Resource Foundation, praised the leadership of local governments featured in the report.

“In a global political climate where it’s easy to feel helpless, it’s inspiring to see cities take bold action. They’re not waiting—they’re becoming part of the solution.”

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