Global alliance launches new symbol for reusable packaging

New global symbol aims to identify genuine reuse systems

A new product symbol designed to identify genuine reusable packaging has been launched by the Global Alliance to Advance Reuse. The mark is intended to help consumers and businesses distinguish packaging that forms part of a proper reuse system from single-use items or products with unsubstantiated sustainability claims.

The symbol applies across multiple categories. These include cups, wine bottles, cleaning products, and logistics vehicles. Consequently, the alliance hopes to standardize reuse labelling and reduce confusion with existing recycling or sustainability marks.

This development follows a coordinated European effort to establish a clear, enforceable reuse label. In September 2025, 78 organisations led by the New European Reuse Alliance and Reusable Packaging Europe called for a symbol under the EU’s Packaging and Packaging Waste Regulation. Their statement emphasized that the label should be resistant to misuse from packaging that is not truly reusable.

European coalition pushes for enforceable reuse standards

The coalition of 78 signatories argued that any reuse label should only apply to packaging that forms part of a genuine reuse system. This means packaging must be collected, washed, repaired, and redistributed. Moreover, accountability mechanisms must be in place to verify these processes.

Greenwashing was identified as a central concern. European reuse groups emphasized that the symbol must be reserved for packaging meeting well-defined reusability criteria. Without these safeguards, consumers might mistake single-use packaging for items with actual reuse systems behind them.

Reusable Packaging Europe later stated that a strong reuse symbol would help advance circular economy principles. In addition, the organization noted it would safeguard high return rates for reusable items. These return rates are essential for the economics of reuse systems to function properly.

The new symbol is being developed through PR3’s “Rebrand Reuse” initiative. The alliance describes this as a global open call for a reuse symbol. Therefore, the European statement explicitly points to PR3’s work as an example of worldwide efforts to establish a consistent marker for both packaging and supporting infrastructure.

Why UK businesses should pay attention to reuse labelling

This matters for UK companies because labelling standards increasingly influence procurement decisions and supply chain requirements. Public sector buyers are under pressure to meet sustainability criteria. As a result, suppliers offering genuinely reusable packaging may gain an advantage in tender processes.

Furthermore, consumer expectations around packaging are changing. Shoppers are becoming more aware of the difference between recycling claims and actual reuse systems. A recognized symbol could help businesses communicate their reuse commitments more clearly and credibly.

Regulatory alignment also plays a role. While the UK is no longer bound by EU packaging rules, many UK exporters must still comply with European regulations. Adopting recognized reuse symbols could simplify market access and reduce the risk of non-compliance.

Operationally, reuse systems require infrastructure that differs significantly from recycling. Collection, cleaning, repair, and redistribution all demand investment and coordination. A standardized symbol helps identify which packaging is designed for these processes, making it easier for businesses to participate in reuse schemes.

There is also a commercial case for distinguishing genuine reuse from superficial claims. Companies investing in reuse systems face higher upfront costs than those making unsubstantiated sustainability statements. A recognized label helps protect that investment by preventing competitors from free-riding on reuse credentials.

Supply chain transparency is another factor. Businesses working with reusable packaging need to demonstrate that their systems meet specific criteria. A standardized symbol provides a clear benchmark, reducing ambiguity and helping companies avoid accusations of greenwashing.

For manufacturers and distributors, the shift toward reuse affects product design. Packaging must be durable enough for multiple cycles. It must also be compatible with existing collection and cleaning infrastructure. Understanding reuse labelling requirements early can inform design decisions and reduce costly rework later.

Key details about the reuse symbol initiative

• The Global Alliance to Advance Reuse has launched a new symbol to identify genuine reusable packaging across multiple product categories.
• In September 2025, 78 organisations called for a clear, enforceable reuse label under the EU’s Packaging and Packaging Waste Regulation.
• The symbol is intended to apply only to packaging that forms part of a verified reuse system, including collection, washing, repair, and redistribution.
• Greenwashing concerns drove the initiative, with signatories emphasizing the need to prevent misuse by single-use packaging with no actual reuse infrastructure.
• The new symbol is being developed through PR3’s “Rebrand Reuse” initiative, described as a global open call for a consistent reuse marker.
• Reusable Packaging Europe stated that a strong symbol would advance circular economy principles and safeguard high return rates for reusable items.

What businesses should consider about reuse systems

Companies evaluating reuse options need to understand the practical requirements. A genuine reuse system involves more than simply designing durable packaging. It requires infrastructure for collection, cleaning, and redistribution. Additionally, businesses must track return rates and demonstrate accountability.

Investment costs differ from traditional packaging approaches. Reusable items typically cost more upfront but deliver savings over multiple cycles. However, these economics only work if return rates remain high. Consequently, businesses need reliable collection systems and consumer participation.

Procurement teams should ask suppliers specific questions about their reuse claims. Does the packaging form part of a verified system? Are collection and cleaning processes in place? What return rates does the system achieve? These questions help distinguish genuine reuse from marketing statements.

Labelling consistency will become more important as reuse systems expand. Businesses using multiple suppliers need to ensure that reuse claims are backed by comparable standards. A recognized symbol simplifies this process and reduces the risk of inconsistent messaging.

For businesses considering our compliance support for environmental and sustainability reporting, reuse labelling may intersect with broader ESG disclosure requirements. Companies reporting on packaging and waste will need to demonstrate how their systems align with emerging reuse standards.

Training also matters. Staff involved in procurement, logistics, and customer communication need to understand the difference between recycling, composting, and reuse. Our SBS Academy training programs can help teams build this knowledge and apply it consistently.

Finally, businesses should monitor regulatory developments in both the EU and UK. While the UK has not adopted identical packaging rules, alignment with European standards often makes commercial sense. Staying informed about labelling requirements reduces the risk of market access problems later.

Where to find authoritative information on reuse standards

The Department for Environment, Food and Rural Affairs publishes guidance on UK packaging regulations and circular economy policy. This includes information on extended producer responsibility and packaging waste requirements.

For businesses exporting to Europe, the European Commission’s packaging waste page provides details on the Packaging and Packaging Waste Regulation. This includes updates on labelling requirements and reuse targets.

The Institute of Environmental Management and Assessment offers professional guidance on environmental labelling and sustainability claims. Their resources help businesses understand how to communicate reuse commitments credibly.

Reusable Packaging Europe maintains information on reuse system standards and best practice. Their publications explain the infrastructure requirements for genuine reuse systems and how businesses can participate effectively.