Mission Reuse is a program by Enviu with the goal of creating a new standard where reuse is at the core. They see that reuse is gaining momentum at both national and European levels, but challenges are also emerging. Existing reuse systems often reach environmentally conscious consumers with higher incomes, leaving a gap for scalable solutions for wider society. Inclusivity is especially crucial in the current political landscape, where some ideologies see environmental initiatives as burdensome and targeting the ‘normal’ consumer.
They are working to make reuse solutions accessible and appealing across all demographics. In the first phase of this project, their objectives include defining priority target audiences: football club visitors and fast food consumers are chosen as almost all people visit these places.
The first steps to ensure an inclusive transition involve addressing key issues for specific groups and leveraging the following opportunities: (1) raising awareness of reuse’s positive impact, (2) implementing reuse solutions with clear communication and onboarding for users unfamiliar with the system, and (3) improving perceptions of hygiene, as many fast-food consumers still prefer disposables for sanitary reasons.
Take a look at the program and website:
Missionreuse.com
Enviu.org
