When it Comes to Reuse, “Overwhelming Positivity” is the General Consensus
The “law of supply and demand” has always been more about guidelines than actual rules. Some of the world’s greatest innovations leapt from anticipating — not reacting to — communities’ wants and needs. Reuse is no different.
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.
Upstream has been tracking and analyzing global case studies of reuse pilots and projects, and all evidence points to consumers having a positive, and even enhanced, experience with reuse systems. And this is no small sample size: we’re talking stadiums that seat up to 77,500 and street festivals that host millions of people over several days. From events and festivals, to sports and entertainment arenas, to university campuses, and beyond — those encountering reuse systems are resoundingly asking for more.
Numbers Tell One Story, Users Tell… the Same Story
We’ve reviewed dozens of case studies. Because most of them include anecdotal feedback and survey data from customers, we have a bank of examples illustrating consumer enthusiasm for reuse across a variety of settings and demographics.
Evergreen Brick Works, a Toronto, Ontario community space and event venue with a capacity of 6,000, found strong customer support for the reduced environmental impact of reusables and a preference for eating out of “real” foodware, leading to a better overall experience at the market. At CPKC Stadium in Kansas City and LiveNation Atlanta, fans and concertgoers displayed equally positive reception to reusable cup systems — and CPKC Stadium saw hundreds of supportive comments flooding social media. CPKC’s home team, the Kansas City Current, views their reuse initiative as “an excellent opportunity to educate fans, enhance the overall guest experience, and make a significant sustainability impact.” Participants and vendors alike — at city-wide events like Breminale Festival in Germany, outdoor concert venues like Zoo Tunes in Seattle and Bard on the Beach in Vancouver, and universities like Seattle Pacific — all expressed similar sentiments. And the list goes on.
But don’t take it from us, take it from the fans, event goers, and stakeholders who were happy to share their words:
“I recently had the chance to experience your reusable cup project and I was thrilled! I’ve been hoping to see something like this come to life for years, and I’m so impressed that you’ve made it happen — bravo!”
“Visitor feedback has been overwhelmingly positive … Guests specifically mention the reusable cup program in visitor surveys, noting how it aligns with their own values around environmental stewardship.”
David Green, Head of Innovation, Blenheim Palace
“It is more sustainable, and makes me feel less guilty about getting to-go. Also, I like that it keeps my food warm.”
St. Olaf College student
“Guests are comfortable with the reuse. They were concerned that they didn't want to use a cup that's been washed, but the reality has been, I think a lot of people are welcoming this. They want to be part of the solution.”
Ignacio Guerra, former Head of Operations, Crypto.com Arena
The fanfare doesn’t just come down to sound bytes from select individuals.The Petaluma Cup Project, an open-loop system, reported an 80% popularity rating for their three month pilot (based on a survey of 613 participants). And a fan survey at the Moda Center — home of the Portland Trail Blazers — found that 93% of guests were satisfied with the overall reuse program, 93% were satisfied with the cup quality, 88% said it was clear where to return their cup, and 91% said sustainability programs were very important to their experience at the Moda Center.
Our Own Experience: Grand Canyon Reuse Survey
In anticipation of the rollout of our Grand Canyon Reuse Project, Upstream partnered with Pennsylvania State University to take visitors’ pulse on reuse. Two researchers spent a week surveying a statistically representative sample (164 visitors) about their attitudes, beliefs, and feelings about the proposed reuse system.
Overall, visitors demonstrated positive attitudes, strong environmental motivation, and confidence in their ability to use the system effectively. They expressed near-universal agreement on the importance of reuse, with strong conviction that using reusables protects the environment — and they generally rejected the notion that reusables don't make a difference. They also expected to find returning foodware relatively easy and did not think that carrying reusables around until they came to a return station would be inconvenient.
If visitors to the Grand Canyon — who come from an array of different cultures and societies — are ready for reuse, so too is everyone else.
Return Rates Up, Thumbs Up
We know that people can adapt to new reuse systems. But how do you make sure consumers are happy when operations change? Make the change as frictionless as possible.
Across case studies, pilot and project operators emphasize that a reuse system operates best when it is easy to use for both customers and staff. Where there were lessons to be learned, they usually had to do with smoothing out operational complexities.
“For circular initiatives to scale, the consumer experience must be seamless”
When the experience is smooth, consumers engage, and the system works well. Reuse is only effective if containers are returned repeatedly for washing and recirculation — so, one key way to measure success of a reuse system is a high return rate. That return rate can only be achieved if customers are actively participating and returning their containers.
Success abounds in closed-loop venues like stadiums and museums. Case study analysis proves the average return rate in large closed-loop systems is about 91%. Reuse systems that tap behavioral science and impose a penalty if the container is not returned see an average return rate of 96%. The logistics for the majority of these systems are run by reuse service providers who have expertise in setting up smooth operations that optimize return rates. Clearly, when designed well and easy to use, customers are readily adopting these systems without much of a hitch.
Open-loop systems — like those offering reusable to-go cups for coffee or reusable containers for takeout — are more operationally complex. They require more new behaviors from users, which takes some getting used to. (This is why Upstream advocates for scaling reuse in closed-loop settings first, to help normalize reuse and build new reuse habits with more structural support).
While return rates, therefore, don’t tend to be as high in open-loop systems, even then, customers are happy to see reuse coming on board and want to see it succeed. And open-loop systems that operate among multiple businesses offer the benefit of an increased customer base: customers may purchase takeout in a reusable container at one establishment, but drop it off at a different establishment they had not previously frequented.
Reuse Is an Opportunity, Not a Risk
Switching to reuse is undeniably a large, complex decision for venues, concessionaires, brands and all the other corporate entities who have a stake in maintaining and growing their customer base. People are creatures of habit, so it’s understandable that companies want to be confident their customers will embrace the change. The evidence is there. When introduced with something new like reuse, people are clearly and overwhelmingly supportive and onboard with it. What’s more, elevating and marketing that positive experience is a business opportunity, giving brands a leading edge over their single-use oriented competitors — a perspective we explore in part two of this series, “Reframing Reuse as a Business Opportunity.”
See the case studies on pages 47-52 of Towards Zero Waste: Case Studies and Policy Guidelines for Reusable Food Service Ware
