Frequently Asked Questions

A not-for-profit organisation typically composed of a group of companies (individuals and civil society organisations may be accommodated too) with common interests or working in the same industry. It acts as a representative body of such businesses, putting forward their collective view and position. As the industry voice, trade associations speak on behalf of their members to governments, agencies, decision-makers, media and other stakeholders.

New ERA does not support the use of one material over the other, instead we focus on the use that is given. In particular, we advocate for reusable packaging that is used multiple times and for the same purpose, regardless of the material it is made of. 

Reuse refers to any operation where a product or item such as packaging is used repeatedly for the same purpose for which it was conceived. Reuse extends the life cycle of the product in its current state.
In contrast, recycling is a recovery process where waste materials are collected and reprocessed into new products, materials, or substances, either for their original function or a different application. This process typically involves breaking down the waste through chemical or mechanical means, allowing the materials to be reintroduced into the production cycle.
Recycling and reuse are not mutually exclusive, as reuse incorporates recycling at the end of life of the product. 

Reuse and recycle are often perceived as alternative solutions, but they are perfectly complimentary. All reusable packaging shall be designed to be recyclable and because of the intrinsic nature of reuse systems to collect used containers, the material received by recyclers is of higher quality than single use packaging. At the end of their lifetime, reusable packaging exit cleaning facilities pre-sorted and are converted into new containers. Reuse is therefore not replacing recycling, but making it easier.

Recent studies and waste data have shown that recycling on its own is not enough to reduce waste levels and material and carbon footprints at the speed and scale needed to achieve Europe’s climate and environmental goals. Replacing one material for another in a product that is going to be used once only, is not a solution to the waste crisis either. The EU packaging recycling rates show a clear stagnation since 2010 despite important investments and policies focused on recycling. And yet, packaging waste keeps growing to attain a staggering average of 186 kg per citizen in the EU in 2022. This demonstrates the need to develop a comprehensive and truly circular approach to packaging which, alongside ensuring all packaging is recyclable, prevents the generation of unnecessary waste and promotes well-designed reuse and refill systems.

Although the high variability of systems, solutions and parameters make it difficult to assert a definitive answer, current scientific reports show that well-designed reuse and refill systems outperform disposable packaging in the large majority of environment indicators assessed within a few rotations. The main advantages are the reduction of waste, greenhouse gas emissions and water consumption. Key parameters to consider include packaging material, transport distances and source of energy used for manufacturing, transportation and cleaning.

Whereas reuse systems involve the setup of reverse logistics to return and clean the packaging prior to redistribution, in refill the consumer becomes the owner of the container and is therefore responsible for keeping it clean and bringing it to the point of sale for a new use. Reuse systems require more steps and actors involved in the value chain, but also allow more diversity of uses and solutions. Refill is frequently found in retail stores and in some HoReCa settings for food and beverages, as well as home and personal care products. In any case, both reuse and refill contribute to reducing waste and extending the lifecycle of packaging.

New ERA plays a pivotal role in advancing the transition to reuse and refill systems by advocating for policies that foster competitive and truly circular packaging models, supporting industry growth through actionable insights and market intelligence, and providing a platform for collaboration and knowledge-sharing. New ERA also promotes and contributes to the creation and development of reuse associations at the national level.

New ERA actively engages in a variety of policy areas, all united by a common goal: promoting the circularity of packaging, namely, its reusability and lifespan extension. To achieve this, New ERA closely monitors and contributes to a diverse range of regulatory initiatives mainly at EU level. These include, inter alia: the Packaging and Packaging Waste Regulation (PPWR), the Green Claims Directive, the Waste Framework Directive (WFD), the Classification, Labelling, and Packaging Regulation (CLP), the Detergents Regulation, and the Food Contact Materials Regulation (FCM).

In addition, New ERA is also committed to the international stage, where it follows the discussions led by UNEP toward establishing a Global Plastics Treaty.

The PPWR is a major revision of the EU’s previous Packaging and Packaging Waste Directive and a cornerstone regulation for the refill and reuse industry. It aims to address packaging waste more effectively by covering all types of packaging (materials and sectors), from design to end-of-life management. The regulation seeks to harmonise national and European measures on packaging, promote high environmental protection standards, and ensure the smooth functioning of the internal market.

One of the key highlights of the PPWR is the focus on reuse and refill for the first time in EU legislation. The regulation contains a set of definitions, requirements and mandatory targets in certain sectors. The PPWR has recently been adopted by the Parliament and will be published in the EU Official Journal in early 2025.

New ERA is determined to act with integrity and transparency in its relationships with policymakers and stakeholders. As the emerging leading voice of a dynamic and transformative economic sector, we aim to provide accurate, rigorous and accessible information that is backed by science. We believe this is the way forward to create trust between all the actors involved in the policy decision-making processes, which ultimately should lead to better regulation.  

Becoming a member of New ERA means playing an integral role in unlocking the full potential of well-designed reuse and refill systems. By connecting with peers, influencing legislation, discussing technical issues, raising awareness, and staying ahead of emerging trends, members contribute to our vision of creating a packaging industry that is reusable, convenient, and sustainable. New ERA members are at the forefront of driving industry change, ensuring that reuse and refill practices continue to evolve and thrive, making a lasting impact on both the industry and the environment.