Hubbub has recently released a comprehensive report that details the outcomes and insights gained from six reuse system projects, funded by the Bring It Back Fund. These projects explored diverse approaches, from reuse tracking software to loyalty programs and doorstep packaging collection, and Hubbub reveals the key ingredients of their successful approaches.
TABLE OF CONTENTS
The Bring It Back Fund
The initiative, was organized by Starbucks and Hubbub respectively, starting with the creation of the Bring It Back Fund in 2022 to help kick-start reuse systems for food and drink packaging in the UK. The fund awarded £1.4 million, which was the revenue from the 5 cents a cup charge, to six innovative British projects who explored how reuse systems can work for different types of packaging products.
The 6 Projects
The projects that share the £1.4 million included Keep Scotland Beautiful, Reath Technology, Green Street, Again, Mercato Metropolitano, and PECT.
The funded projects achieved an average return rate of 57 %, reaching as high as 92 % in the best-performing project locations. This success underscores the importance of making reuse systems as convenient as single-use alternatives, which is also confirmed by the following findings of a recent poll by Hubbub.
In a 2023 poll, 29 % of respondents stated that they want to use reusable packaging on a weekly basis, but often find themselves without it. After the poll results, Hubbub proposed that adopting a borrowing and reuse approach, within a reuse system, can address the challenge of remembering, carrying, and cleaning reusable containers.
The 5 Key Ingredients for a Reuse System
Throughout the report of Hubbub, there are 5 key ingredients that are emphasized from the findings and success of each of its projects;
1. Minimizing Friction Points
Hubbub emphasizes, as mentioned earlier, the need to eliminate any potential friction points in reuse systems. More specifically, the report refers to the example of using mobile apps, as something that should be considered with caution and suggesting that they might discourage customer engagement. Instead, it encourages companies to provide multiple options for participants to return their packaging as conveniently for them as possible.
2. Clear and Concise Communication
The report also mentions the importance of clear and concise communication about how the system works, its whole consumer journey through the selected reuse system and what are the environmental benefits. This information should be broadcasted through various channels, including social media, digital marketing, and outdoor advertisements.
3. Understanding of Public
Companies are advised not to assume that the public fully understands the benefits of choosing reuse over recycling, since they might not be as apparent as some companies think they are to all consumers. It is also important to raise awareness of the environmental advantages of reuse systems to encourage consumer participation by increasing the “feel good” feeling of consumers.
4. Low User Cost and High Incentives
To ensure the success of a reuse scheme, the report suggests keeping the cost of its use low and at the same time providing high incentives or rewards for the participants, in order to encourage them in continuously using the reuse system.
5. Team Understanding of Reuse System
Lastly, it is vital for the staff that assists consumers to have a strong understanding of the reason reuse is preferable to single-use, and to be able to inform consumer of the benefits and the way each reuse system operates.
Conclusion
Hubbub‘s findings emphasize the necessity for widespread, normalized, and integrated reuse systems to effectively replace single-use products. While convenience is identified as a crucial factor, understanding of a reuse system’s benefits and use by consumers and employees alike, are also very important when it comes to the successful integration of a reuse scheme.
If you want to learn how to make your packaging more sustainable, contact our team of experts.
