This paper discusses the potential of reusable packaging systems in Europe, highlighting the environmental, economic, and social benefits they offer compared to single-use packaging. It outlines the challenges faced by reuse businesses, such as high initial costs and the need for scale, and proposes policy support, standardised definitions, and incentives to encourage adoption. The paper suggests specific reuse targets for various packaging types by 2030 and emphasises the need for government action, funding, and regulatory frameworks to support the transition to a circular economy and reduce reliance on single-use packaging.