#WeChooseReuse newsletter: Europe is already embracing reuse. Now the EU Circular Economy Act must catch up.

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Subject: #WeChooseReuse newsletter: Europe is already embracing reuse. Now the EU Circular Economy Act must catch up.

October 16th, 2025

Welcome to the latest newsletter by #WeChooseReuse - wrapping up reuse news from across Europe.

Europe is already embracing reuse. Now the EU Circular Economy Act must catch up

The future of Europe's reuse economy hinges not just on innovation or public enthusiasm, but also on politics. From the EU all the way through to local municipalities, policymakers hold the keys to scaling reuse systems that could redefine Europe's consumption model.

The EU Circular Economy Act (CEA), designed to accelerate the transition to a circular economy by boosting resilience, competitiveness, and decarbonisation has the potential to be a key policy framework for the definition of future reuse policies. Although the CEA has existed since 2016, progress towards meeting its objectives has been slow. A new version of the Act is expected in 2026, but there is in an indication that there will be a strong focus on downstream measures such as reinforcing the single market for waste and secondary raw materials.

While these measures are important, they risk sidelining the priorities that European citizens, businesses and municipalities are demanding: waste reduction, reuse and a toxic-free future. With reuse already playing a role in Europe's economy, supportive policies are essential to scale reuse systems effectively.

As the EU prepares the new Circular Economy Act, one principle must come first: reuse, not just recycling. Recycling recovers materials, but it is energy-intensive and often results in material losses. By contrast, reuse keeps products in circulation longer, preserving value, reducing waste and emissions. Refillable packaging, repairable electronics, and refurbished appliances are small changes with enormous collective impact. We can already see how reuse is gaining traction among European citizens, businesses and municipalities alike, but scaling them needs supportive policy.

Prioritising reuse will move the EU beyond waste management toward truly keeping materials and products in circulation for the long term, aligning policy with the real needs of citizens, businesses and municipalities who are already pursuing a reuse economy.

Explore stories, tools, and sector insights on the #WeChooseReuse website.

The European cities inspiring reuse models

Cities around Europe are embracing reuse systems and what better way to grasp the variety of these systems than with Zero Waste Europe's Reuse Vanguard Project (RSVP). From Aarhus to Barcelona, Paris to Berlin, RSVP highlights the cities that are replacing single-use packaging with a variety of local models.

By consolidating insights from six cities, RSVP has developed a blueprint to inspire public authorities by unpacking key lessons on cash handling, app-based systems, inclusivity and accessibility. What RSVP has shown, is that no single approach fits all and the design of reuse infrastructure will need to fit to different local contexts.

Citizens, businesses, and municipalities are ready to scale reuse, but supportive policy is essential and as the EU drafts its new Circular Economy Act, these lessons must guide action.

Turning the tide on textile waste

The EU kicked off the new political year with the European Parliament giving the green light for Extended Producer Responsibility (EPR) schemes for textiles by 2028. Under new rules, producers will cover the costs of collecting, sorting, and recycling textiles, which is a major step toward tackling the fast-fashion industry’s growing environmental footprint.

We’re all wearing more clothes than ever, and the impacts are becoming clearer: production relies heavily on fossil fuels and toxic chemicals, affecting both the planet and the people working in the sector. But what happens at the end of a garment’s life? Too often, clothes and textile waste are shipped beyond Europe, flooding countries outside of the EU with textile waste.

EPR isn’t just about recycling. It can be a real opportunity to boost reuse and prevent overproduction. However, the new regulation falls short of fully ambitious measures such as binding targets for collection, reuse and recycling. It also includes a lengthy 30-month transposition period that risks unnecessary delays. Fast fashion, as the name suggests, moves fast and it will continue to drive textile waste month after month. Swift and ambitious action is urgently needed to tackle this growing waste stream and to ensure durable, repairable and reusable textiles are economically viable.

Putting a price on disposables

Cities in Europe are proving that smart local policy can drive big change. In Tübingen, Germany, a local tax on disposable packaging has cut single-use waste and nudged cafés and restaurants toward reusable systems and similar initiatives are now being explored in other cities across Germany.

Photo credit: Billie-Grace Ward

These local single-use taxes discourage waste production, but also ensure a more level playing field for reuse and refill models. By putting a price on disposables, a more realistic cost of single-use options is reflected, and revenue from these levies can also be reinvested into reuse infrastructure, encouraging circular systems.

Deposit Return Schemes arrive in Portugal

Deposit Return Schemes have long been around in some countries in Europe, but many people across Europe are still to have their first experience of returning their plastic and glass bottle, or aluminium can, and receiving a bit of money in return. Portugal is the latest to introduce DRS machines across the country and all eyes will be on the successes and challenges that come with changing consumer habits and business models. Find out more about the new system coming into place here.

Read: Home Appliance Repair: it pays off

Author: Domantas Tracevičius, Circularity Economist

Think new is better? Think again. A new study shows that repairing and keeping your old appliances running often saves more energy, money, and emissions than replacing them with “efficient” new models. Find out more in the latest blog for #WeChooseReuse, written by Domantas Tracevičius from Lithuanian NGO Žiedine ekonomika.

Act: Taking the Pulse of Reuse: The European Reuse Barometer (extended deadline)

The European Reuse Barometer, led by Zero Waste Europe, New ERA and Planet Reuse, is the first data-driven tool to assess the state of reusable packaging in Europe. It provides visibility, actionable insights, and best practices to help companies, policymakers and investors scale reuse solutions.

By answering the survey, your company will be featured in the Barometer and actively support the growth and visibility of your own industry. Data will only be used in a consolidated way (no individual disclosure).

Learn more about the project here and contribute to the survey here.

Watch: Can we stop Microsoft's e-waste mountain? Right To Repair challenge Microsoft's decision to end free and automatic Windows 10 updates

Don't miss out!

Deutsche Umwelthilfe

6th November 2025. 9:30 a.m.- 4:00 p.m.

Accelerating REUSE – Unlocking the PPWR’s Full Potential.

10th European REUSE Conference

Find out more

Open Repair Alliance

18th October 2025

International Repair Day 2025: celebrate the power of repair and bring your community together.

Register here

European Week for Waste Reduction

22nd - 30th November 2025

Register your action!

Thank you for reading! This newsletter was written by Bethany Spendlove Keeley, European Communications Officer and Laura Díaz Sanchez, Campaign Building Coordinator for the Break Free From Plastic Movement, with support from Break Free From Plastic members.

Make sure to share this newsletter with friends and colleagues who are curious about the future of the reuse economy.

Don't forget to keep an eye on the #WeChooseReuse website and if you have any reuse news you would like to share in the next newsletter, get in touch with Laura@breakfreefromplastic.org

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Subject: #WeChooseReuse newsletter: Europe is already embracing reuse. Now the EU Circular Economy Act must catch up.