WWF global position paper

The document argues that scaling reusable packaging is a critical strategy to reduce the global plastic pollution crisis, which is expected to see plastic production quadruple by 2050. WWF advocates for a circular economy where reuse systems outperform single-use alternatives in environmental, social, and economic metrics. Key recommendations include a target for fast-moving consumer goods (FMCG) companies to deliver 30% of their portfolios through reuse by 2030 and the necessity of achieving a 'breakeven' point where the number of uses offsets the higher material intensity of durable packaging. The paper emphasizes the need for supportive policy frameworks to achieve cost parity between reuse and single-use options and highlights the role of cities as ideal scaling hubs. It also distinguishes between 'refill' and 'return' modalities, noting that both are necessary for a comprehensive transition.

• Global plastic production has quadrupled over the last forty years and is projected to quadruple again by 2050 relative to a 2016 baseline.
• WWF recommends that companies in the fast-moving consumer goods (FMCG) sector transition at least 30% of their portfolios to reuse systems by 2030.
• Reuse systems must reach a 'breakeven' point where the number of uses is high enough to ensure a lower environmental footprint than single-use alternatives, as reusable packaging is typically more material-intensive.
• Scaling reuse systems in Europe by 20% by 2027 could reduce CO2-equivalent emissions by 1.3 million tonnes and save 2.5 billion cubic meters of water annually; a 50% scale-up by 2030 would prevent 3.7 million tonnes of emissions and conserve 10 billion cubic meters of water.
• Replacing 20% of single-use plastic packaging with reusable materials is estimated to represent a $10 billion economic opportunity.
• Effective reuse requires supportive policy to achieve cost parity between reuse and single-use packaging, as high entry costs currently act as a barrier for some companies.
• The document identifies four primary business-to-consumer reuse modalities: refill at home, refill on the go, return from home, and return on the go.

APA

WWF International (2024). WWF global position paper. https://www.worldwildlife.org/documents/705/4nmg5fgwx8_WWF_Position_The_Role_of_Reuse_in_a_Circular_Economy_for_Plastics_2024.pdf

Chicago

WWF International. WWF global position paper. 2024. https://www.worldwildlife.org/documents/705/4nmg5fgwx8_WWF_Position_The_Role_of_Reuse_in_a_Circular_Economy_for_Plastics_2024.pdf.

Wikipedia

{{cite press release |author=WWF International |title=WWF global position paper |date=January 2024 |url=https://www.worldwildlife.org/documents/705/4nmg5fgwx8_WWF_Position_The_Role_of_Reuse_in_a_Circular_Economy_for_Plastics_2024.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@misc{wwfinternational2024wwf, author = {{WWF International}}, title = {{WWF global position paper}}, publisher = {WWF International}, year = {2024}, month = jan, url = {https://www.worldwildlife.org/documents/705/4nmg5fgwx8_WWF_Position_The_Role_of_Reuse_in_a_Circular_Economy_for_Plastics_2024.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }