With the adoption of the Packaging and Packaging Waste Regulation (PPWR), reuse has been formally defined and anchored in EU legislation for the first time—an important step in accelerating the shift toward new packaging models across Europe.

Yet policy momentum alone does not guarantee implementation. As the sector moves toward scaling, businesses, policymakers, and investors need reliable data on performance, investment needs, environmental impact, and feasibility.

To help fill this gap, New ERA has published its first Annual Impact Report, offering a comprehensive, data-driven overview of its membership. Drawing on survey responses from member organisations, the report provides a clear picture of a sector that is maturing rapidly, grounded in industrial expertise and united by a shared commitment to circularity.  Together with the European Reuse Barometer, the Annual Impact Report is strengthening New ERA’s commitment to building a consistent, reliable evidence base for the reuse sector.

On 1 August, the European Commission launched its public consultation on the Circular Economy Act (CEA), which is expected to be published at the end of 2026. The CEA aims to accelerate Europe’s transition to a circular economy by removing barriers in the single market for waste, secondary raw materials, and reusable or recycled products. Today, New ERA publishes its contribution to the consultation, seizing a pivotal opportunity to tackle structural barriers and put reuse at the heart of Europe’s circular economy.

Over the past legislative term, several regulations have sought to advance circularity, such as the Waste Framework Directive¹ (WFD), the Packaging and Packaging Waste Regulation² (PPWR), the Ecodesign for Sustainable Products Regulation³ (ESPR), or the Right to Repair Directive⁴. Yet, progress remains limited: the EU’s circularity rate has stagnated, rising only marginally from 10.7% in 2010 to 11.8% in 2023⁵.

To unlock Europe’s full circular potential, the economic framework must support the legislative agenda and enable businesses to meet the objectives of the EU Competitiveness Compass⁶ – positioning Europe as a global leader in the circular economy by 2030. Therefore, the CEA should serve as a strategic guide to transform production and consumption patterns, strengthen resilient economies, and create high-quality employment in circular sectors.

To turn the EU Clean Industrial Deal⁷ objective into reality – doubling the circularity rate from 12% to 24% by 2030 –  New ERA is calling on the European Commission to focus on three key levers:

• • Optimising the EU tax framework through circular VAT to incentivise reuse, repair, and secondary materials;
  • Embedding circularity through EU public procurement, creating strong demand for durable, reusable, and environmentally sound products;
  • Modernising Extended Producer Responsibility (EPR) to reward circular design, repairability, and reuse while supporting operational and capital needs for reuse systems.

As EU Green Week 2025 shines a spotlight on “Circular Solutions for a Competitive EU,” and addresses industrial transformation for a greener Europe, it’s becoming clear that many of Europe’s historic industrial strengths — from automotive dominance to energy infrastructure — are under increasing pressure. Global competition, resource scarcity, decarbonisation and shifting geopolitical alliances are exposing deep vulnerabilities in legacy sectors once thought unshakeable.

But amid this turbulence, a new opportunity is rising: the circular economy.

Circular systems, particularly reusable models that combine smart infrastructure with digital orchestration, represent one of Europe’s best chances to regain strategic leadership, accelerate decarbonisation, and build true industrial resilience to withstand supply chain risks.

If Europe moves decisively, the circular economy could become its next global champion by aligning innovation, sustainability, and competitiveness. The question is whether policymakers and businesses will seize the opportunity fast enough.

The seventh edition of the first trade fair dedicated to reuse is now history. A successful event with plenty of records and milestones. Paris was the centre of the global reuse ecosystem on May 26 & 27. A showcase of 350 cross-sectoral reuse solutions that gathered over 3,000 people during the two days of the Expo. More visitors and more international presence than ever: 1,500 unique visitors, of whom 200 came from all corners of Europe and beyond, with 29 nationalities represented.

This year, the focus was on demonstrating that reuse can and shall be a driver of economic performance. To achieve this, we need to continue building and scaling reuse systems across Europe.

On December 11, 2019, Ursula von der Leyen, president of the European Commission, unveiled the European Green Deal, an ambitious and holistic policy roadmap to 2050 with the main objective to reconcile the economy with our planet. Von der Leyen referred to it as “Europe’s man on the moon moment” [1]. An unambiguous declaration of intent towards a new era of production and consumption in Europe. Five years have passed, and perhaps the only thing that remains from that day is that Von der Leyen is still the president of the EU executive power. A global pandemic, a war on the continent, disruptions in global supply chains, peaks of inflation unseen since the establishment of the EU single market, commercial tensions with reintroduction of tariffs… A perfect cocktail leading to an economic turmoil that has opened the door to rethink the route towards a greener, cleaner Europe that seemed unchangeable in 2019.

March heralds the annual Refill & Reuse Month, an initiative originally launched by Réseau Vrac & Réemploi in France in 2022 to promote sustainable consumption practices. With over 950 grocery stores specialised in bulk, refill and reusable packaging, and more than 10,000 points of sale offering these solutions, France is the global leader of the sector. This year, the campaign has crossed borders and expanded to other countries including Belgium, Germany, the Netherlands, Portugal, Switzerland and the UK. National reuse and civil society organisations have joined forces to raise awareness among consumers about the environmental, economic, and social benefits of refill and reusable packaging.

Today marks a turning point for the European packaging landscape as the Packaging and Packaging Waste Regulation (PPWR) has been published in the EU Official Journal. This landmark regulation sets the foundation for a more circular packaging ecosystem, accelerating the transition from single-use to reuse systems across Europe.

The publication of the PPWR represents the culmination of years of legislative work that started with the proposal by the European Commission in November 2022. The text underwent significant changes throughout the process, a reflection of the high levels of lobbying dedicated to this regulation. 

The PPWR is expected to support sustainable packaging practices while reducing their environmental impacts. It introduces a set of definitions, requirements and targets for reuse for the first time in EU legislation with the aim to tackle the increasing volume of packaging waste. The regulation also seeks to harmonise packaging rules and remove barriers in the internal market, ensuring that all packaging placed on the market complies with design, recyclability, and/or reusability criteria.

As the voice of the European reuse industry, New ERA has actively engaged throughout the legislative process, providing expertise and advocating for a robust regulatory framework that supports reuse systems. New ERA is satisfied with the publication of the PPWR, marking a significant first step in the right direction, but remains aware of the various loopholes and exemptions that are undermining the main objective of reducing packaging waste.

Our Director General, Fernando Rodríguez-Mata, captures the mood of the reuse alliance: “The PPWR has left us with a bittersweet taste. Reuse has finally received some recognition, but the text’s ambition falls short of delivering what European reuse businesses expected and the European economy needed to create a competitive advantage through reuse systems. We will keep working with our regional partners and collaborate with national authorities to ensure proper enforcement and implementation of the text.”

To support the implementation of the PPWR, New ERA encourages policymakers, businesses, and civil society to join forces in building and scaling well-designed reuse systems that are accessible, convenient, and sustainable.

Together, we can create a truly circular economy, and make reuse the norm.

The full text of the PPWR is available in all EU official languages in the EU Official Journal here. The entry into force will be on February 11, 2025, initiating a countdown for the adoption of secondary acts and setting the stage for its application as of 12 August, 2026. 

I have always been passionate about the Olympics. As a teenager, I would spend those long, hot Spanish summer days glued to the TV, binge-watching the Games. Destiny offered me a first-hand opportunity to participate as a volunteer at London 2012. The experience was so incredible that I did it again in Rio 2016. Then COVID hit, making it impossible to attend Tokyo. But when I found out the 2024 Games would be hosted in my country of residence, I couldn’t pass up the chance. So, for two weeks last summer, I put on the volunteer uniform once more, this time as a team leader for the event services crew at the football stadium in Lyon.

I guess this close bond with the Games makes me assess my life in Olympiads. Namely, the four-year lapse between two Olympic Games. When the event arrives, I look back to reflect on how I have evolved throughout this period. My last Olympiad was prolific in life changing events. On a personal level, I became the father of a lovely daughter. On the professional side, I saw the birth of another baby: New ERA, the New European Reuse Alliance. Although in this case the paternity belongs to various inspiring business leaders across Europe.

As we reflect on the 6th edition of the International Refill & Reuse Trade Fair, co-organised by New ERA in collaboration with Réseau Vrac et Réemploi and RCube, the excitement of the event still lingers. Held on May 13-14, 2024, in the heart of Paris at the Parc Floral, this year’s event marked a significant milestone in the evolution of the refill and reuse industry.  For the first time, the fair opened its doors beyond France, drawing together over 2,000 professionals, innovators, and enthusiasts from around the globe.