Closing the loop on circular economy policies

In September 2025, Circulearth, together with the University of Portsmouth’s Revolution Plastics Institute and the New European Reuse Alliance (New ERA), launched a major new policy paper “Designing Effective Reuse Policy: Regional Recommendations for Europe”. This technical report draws on insights from more than 100 stakeholders across government, industry, and civil society, as well as detailed case studies from France, Germany, Spain, and Latvia. It provides a strategic roadmap for scaling packaging reuse systems across Europe—turning political ambition into practical action. Why it matters ? Reuse systems are increasingly recognised as a critical solution to plastic waste and pollution, gaining momentum in the wake of the Global Plastics Treaty negotiations. Yet their implementation across Europe remains uneven, often constrained by operational, financial, and regulatory barriers. This report addresses these challenges head-on, combining European policy expertise with real-world lessons from pioneering reuse initiatives. Policy alignment The recommendations are closely framed around current and forthcoming EU legislation, including the Single-Use Plastics Directive (#SUPD), the Packaging and Packaging Waste Regulation (#PPWR), the Ecodesign for Sustainable Products Regulation (#ESPR), and the Circular Economy Act. The analysis highlights both enabling factors and persistent barriers, outlining the conditions needed for Member States to harmonise national reuse policies with EU objectives. Key recommendations To unlock progress, the report calls on Member States to: – Strengthen and harmonise reuse legislation – Reform financing models and redirect investments toward reuse infrastructure – Provide effective consumer incentives to boost participation – Improve monitoring and data systems for accountability – Ensure coherence with broader EU frameworks such as the Circular Economy Act, Single Market Act, and Public Procurement Directive A cornerstone of Europe’s green transition Reuse is not only a tool for reducing waste—it is a central pillar of Europe’s green transition. By scaling well-designed reuse systems, Europe can cut pollution, stimulate innovation, and lead globally in building a circular economy powered by effective, coherent policy.