A new initiative launched by the PR3 Global Standards Panel aims to develop a global standard to represent reusable products and infrastructure, dubbing the recycling system ‘broken’ and adding that reuse is a ‘much better solution’.
The Rebrand Reuse initiative invites designers worldwide to submit proposed designs for the reuse icon, which is ‘needed to differentiate reusable products from recyclables and other single-use waste, enabling consumers to keep them out of recycling and landfills while acting as a beacon for how new reuse systems work’.
It quoted data that claims that just 9% of plastic waste is actually recycled, the remainder ending up in landfills, incinerators, or polluting the environment, adding that reusing product packaging could cut single-use packaging production by 90% and reduce emissions by up to 80%.
‘But there’s something missing. A new era needs a new icon: a clear, recognisable symbol that identifies reusable cups, containers, packaging, and infrastructure,’ it added.
Transcending politics
“Reuse transcends politics – no one wants waste, pollution, or toxins, and reuse is the only solution that matches the scale of our waste, plastic, and climate crises,” Amy Larkin, co-founder and director of PR3.
“But businesses, governments, and infrastructure alone won’t drive consumer behaviour change; a standard reuse icon is the missing signal to make reuse intuitive and scalable. With standards ready to go, businesses and governments primed to act, and consumers needing clear guidance, a unifying symbol is essential to accelerate the shift toward reuse.”
Reuse standards
PR3 is developing a series of standards to support reuse systems, constituting seven distinct standards for Collection Points, Container Design, Digital, Incentives, Marking and Labeling, System Operations & Performance, and Washing.
These standards are being vetted and accredited by PR3’s 80-member international panel, comprising multinationals such as Ahold Delhaize, Clorox, Nestlé, Target and Unilever, as well as environmental organisations, social justice groups, scientific institutions, and local governments.
From March through to May, entrants worldwide can submit their reuse icon designs, and following a review process, the successful symbol or symbols will be integrated into PR3’s labelling standards in late 2025.
“Businesses, governments, and infrastructure alone won’t drive consumer behavior change; a standard reuse icon is the missing signal to make reuse intuitive and scalable,” Larkin added. “With standards ready to go, businesses and governments primed to act, and consumers needing clear guidance, a unifying symbol is essential to accelerate the shift toward reuse.”
More information about the initiative and design submission details can be found at www.rebrandreuse.org.
