#WeChooseReuse

is a European led Break Free From Plastic initiative

born from the movement’s push for ambitious, effective reuse solutions to the plastic pollution crisis. Launched as a campaign calling for a bold EU Packaging and Packaging Waste Regulation, it has since evolved into a resource hub spotlighting the reuse economy as a core solution to ending plastic pollution.

We engage with decision-makers, businesses, municipalities and the wider public to advocate for a future where reusable packaging is scaled up and robust reuse systems are put in place.

Over 100,000 citizens, NGOs, businesses and municipalities across the EU signed the #WeChooseReuse commitment, calling for the EU to implement ambitious reuse legislation through the revision of the Packaging and Packaging Waste Regulation (PPWR).

History of #WeChooseReuse

#WeChooseReuse began in 2018 as a campaign to tackle the environmental impact of single-use packaging items, advocating for scalable reuse systems and circular economy practices. Today, it has grown into a resource hub for those looking to explore the Reuse Economy, support camapigns driving systemic change and connect with organisations in Europe who are pushing for a Reuse Economy future. While its roots lie in packaging, #WeChooseReuse now extends its focus to other high-impact sectors such as electronics and textiles, both major contributors to plastic pollution.

In the run-up to the revision of the EU’s Packaging and Packaging Waste Regulation, #WeChooseReuse:

Promoted reuse systems

The campaign encouraged the adoption of systems where products and packaging are designed for repeated use, such as refillable containers, durable packaging, and sharing or leasing models.

Advocated against the use of single-use plastics

The campaign significantly focused on eliminating single-use plastics, which contribute heavily to pollution and environmental degradation, particularly in oceans and waterways.

Raised awareness

#WeChooseReuse educated the public and policymakers about the benefits of reuse over disposal, highlighting how reuse can reduce waste, conserve resources, and lower carbon emissions.