We’ve entered a new age of reuse — new technologies are enabling efficiencies, insights, and data that simply weren’t available to businesses before.

A case study analysis of reuse systems and return rates.

Navigating and learning real-world scaling of reuse systems at Grand Canyon National Park.

In February, 2026, Upstream CEO Crystal Dreisbach presented the keynote address at EnviroCentre’s 2026 “Connecting the Dots on Greener Events” symposium in Ottawa, Ontario. Watch the full presentation or read key highlights.

Throughout 2025, Upstream facilitated a multi-stakeholder dialogue series centered around reuse service providers (RSPs). With input from partner nonprofit organizations and government staff, RSPs worked together to coalesce around a set of policies that best support the growth of their sector.

Businesses are missing a critical chance to lead. Now is their time to lean into the inevitable future of packaging and seize a priceless branding and marketing opportunity.

Brands and corporations not only should not, but cannot, wait for consumer demand in order to switch to reuse systems. Moreover, consumer interest is already well documented. But the next question we often hear is, Will they like it?

The answer seems to be, overwhelmingly, yes.

image: Tomorrowland

PR3’s new Container Design and Performance Standard — and why it matters.

This Super Bowl season, while fans are thinking about touchdowns, fumbles, and Bad Bunny’s half-time show, we’re thinking about how sports venues are ripe for reuse.