We spoke to Willemijn Peeters, Founding Director of Searious Business, about her commitment to reusable packaging, real-world examples of resuable packaging making a measurable environmental impact, the biggest misconceptions about resuable packaging, and more.
1. What inspired your commitment to reusable packaging, and how has your journey evolved over time?
My commitment to reuse packaging stems from a deep concern for the environmental impact of single-use materials. Over the years, I’ve seen how circular solutions — especially reuse — can shift the narrative from waste management to resource stewardship.
My journey has evolved from advocacy to action, working with stakeholders across the value chain to turn reuse into a viable, scalable reality.
2. Can you share a real-world example where reusable packaging made a measurable environmental impact?
One example that stands out is a pilot we supported where reusable containers replaced single-use packaging in a local food delivery system. The result? A 70% reduction in packaging waste and significant CO₂ savings over just a few months. It showed that with the right infrastructure and consumer engagement, reuse can deliver real impact.
3. What are the biggest misconceptions about reusable packaging — and how do we overcome them?
The biggest misconception is that reusable packaging should immediately be price-competitive with single-use packaging. But single-use packaging rarely reflects its true cost. It often benefits from subsidies — like those on fossil fuels — and externalises environmental and social impacts. Reuse systems, on the other hand, are expected to carry all their costs transparently. To overcome this, we need to level the playing field by phasing out harmful subsidies and accounting for the full lifecycle costs of packaging.
Another myth is that consumers won’t adopt reuse. We overcome these by transparent communication, smart design, and making reuse as convenient as possible.
4. How do you see consumer behaviour shifting in favour of reuse, and what role does storytelling play in that transformation?
Consumers are increasingly aware of their environmental footprint and are open to change — if it’s easy and meaningful. Storytelling plays a vital role here. When people see the journey of a reusable item and understand its impact, they feel part of something bigger. That emotional connection drives behaviour change.
5. What’s one collaboration or initiative that gave you hope for scaling reuse across industries?
A recent multi-stakeholder initiative involving retailers, logistics providers, and municipalities showed how powerful collaboration can be. By aligning incentives and sharing data, they created a reuse system that was both economically viable and environmentally sound. It gave me renewed insights that systemic change is possible.
6. If you could challenge one industry norm to accelerate reuse adoption, what would it be?
I’d challenge the obsession with convenience at all costs. We need to redefine convenience to include sustainability. That means designing systems where reuse is not just possible but preferable — where returning a container is as easy as throwing one away, but far more rewarding.
7. What’s one question you wish more people asked about reuse packaging?
The question I wish more people asked is: “Why not reusable packaging?” It flips the narrative. Instead of treating reuse as the exception, it challenges us to justify why we’re still relying on single-use systems that are resource-intensive and wasteful. Reuse should be the default — economically, environmentally, and socially. When we start from that mindset, we open the door to innovation, collaboration, and meaningful change.
8. What are you most excited to learn or experience at the Sustainability in Packaging conference 2025 in Barcelona?
I’m excited to hear fresh perspectives, discover new innovations, and connect with changemakers who are as passionate about circularity as I am. Barcelona is the perfect setting for these conversations—dynamic, forward-thinking, and full of energy.
