Reuse on the rise, spotlight on plastic innovators

Many of the innovations we now take for granted daily consist of single-use plastics, meaning products that can be conveniently disposed of the minute they no longer hold value to the consumer. However, the popularity and ease of the ‘take-make-waste’ economy is not without dire consequences for our planet. In the US alone, it is estimated that the annual volume of plastic waste produced is over 42 million metric tons—only 8.7% of which is recycled. At the current rate, these numbers are set to triple by 2040, since our current waste management system and recycling infrastructure cannot properly manage the volume of virgin plastic produced.

With plastic use ever growing, we need to fix the broken system that has gotten us to this point and prioritize new business models that provide the same functionality and accessibility as single-use plastics without polluting the air, water and soil that both people and wildlife depend on.

An example of such an innovation is reuse, where products are designed with durable, high-quality materials to last multiple uses. Effective reuse systems also prioritize infrastructure that allows reusable items to be efficiently collected, cleaned and circulated back to consumers. Unlike our current throwaway culture, reuse systems can play a measurable role in reducing single-use plastics and halting the flow of plastic into nature.

With our current system, landfilled plastics result in significant losses to the US economy: an estimated average of $7 billion in market value in 2019. Reuse is an effective way to not only slow the rate of new plastic production, but to encourage more mindful consumption, while still catering to the demand for convenience and simplicity for users. In fact, 86% of Americans already agree our economy needs to shift from one that throws things away to one that favors reuse and recycling.

In a continual effort to drive collaborative solutions toward reuse, WWF had the honor of participating in The Reusies 2024, hosted by Upstream this past May at Circularity in Chicago. The annual award show focuses on celebrating the innovators at the forefront of the reuse movement and highlighting the opportunities reuse systems present in changing the course of the plastic pollution crisis. This year the panel of judges was joined by WWF’s Mary Jo Snavely, Director of Plastic Corporate Engagement, who helps drive key partnerships with the private sector to understand and transform their role in the plastic pollution crisis.

WWF applauds the visionary efforts of this year’s winners, both individuals and organizations, and the innovative mindset they exemplify in searching for new solutions to prevent more plastic from entering our ecosystems. Together, this type of widescale collaboration amongst the broad spectrum of stakeholders in the reuse movement is indispensable for the creation of lasting, meaningful impact.

The winners of the 2024 Reusies awards are:

• Maria Gastelumendi – Activist of the Year, The Rising Loafer Cafe
• Kendra Schneider – Activist of the Year, Takeout Takeout
• Alisa Shargorodsky – Activist of the Year, ECHO Systems
• Maryland Durable Medical Equipment Re-Use – Community of the Year, Equipment Reuse
• Plastic Free MKE – Community of the Year, Policy
• Post-Landfill Action Network – Community of the Year, Education on Reuse
• Kadeya – Most Innovative Reuse Company, Food and Beverage
• Cabinet Health – Most Innovative Reuse Company, Consumer Packaged Goods
• Coblrshop – Most Innovative Reuse Company, Fashion and Apparel