The workshop aimed to deepen the understanding of reusable packaging business models from the perspectives of four key stakeholder groups: packaging producers, retailers, consumers, and reuse operators. Led by Erwan Mouazan from the University of Vaasa, the session was closely linked to two major projects focusing on packaging reuse: the Horizon Europe-funded STOPP project and the Business Finland-funded Reusify project.
Accelerating reusable packaging adoption
Achieving widespread adoption of reusable packaging systems requires a thorough understanding of proven business models that can be successfully implemented. Erwan Mouazan opened the workshop with an introduction to the STOPP and Reusify projects, emphasizing the intricate nature of the reusable packaging value chain. This ecosystem involves a diverse set of stakeholders, including material producers, packaging manufacturers, retail companies, restaurants, return service providers, transportation and logistics providers, washing services, IT services, ecosystem orchestrators, and consumers. Recognizing that a “one size fits all” approach does not apply, the projects highlight the need for tailored business models that reflect the unique roles and motivations of each participant within the chain. Consequently, the value creation processes within the reusable packaging system must first be assessed individually to enable the collective development of effective systemic solutions.
Stakeholder perspectives: a collaborative approach
The workshop aimed to capture the diverse perspectives of stakeholders and identify the unique motivators driving their engagement in reusable packaging systems. Participants engaged in an interactive session using dedicated canvases for each stakeholder group, with drivers, barriers, and opportunities recorded on post it notes and discussed in rotating small groups. The dynamic discussions provided valuable insights and fostered a comprehensive understanding of stakeholder needs and expectations.
Key insights from the workshop
The workshop findings provided critical insights into the key drivers, barriers, and opportunities faced by the four stakeholder groups—packaging producers, retailers, reuse operators, and consumers. Environmental sustainability and regulatory compliance emerged as major drivers across all groups, with economic incentives playing a significant role in shaping business strategies. However, several challenges were identified, including high initial investment costs, ecosystem complexity, and consumer resistance due to convenience and cost concerns. Despite these barriers, numerous opportunities were highlighted, such as fostering collaboration across the value chain, leveraging technological advancements for tracking and optimization, and enhancing consumer engagement through incentives and awareness campaigns.
The workshop underscored the importance of regulatory support, tailored business models, and coordinated stakeholder efforts to drive the successful transition to reusable packaging systems. Moving forward, the insights gained from the session will serve as a valuable foundation for developing actionable strategies to accelerate the adoption of sustainable packaging solutions.
For more information, please contact Jussi Lahtinen (jussi.lahtinen@clicinnovation.fi).