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

Upstream’s vision for reaching the “tipping point” where reuse services become a widespread, cross-sectional, intraoperative industry and an everyday utility.

Counter-arguments to the top four myths about why reuse is not a viable solution.