Just like kids often need rewards to clean their rooms, consumers can be nudged into more sustainable choices with the right framework — without the guilt trip.
Brands often focus on making sustainability easy, practical and affordable (and brown, for some reason). But what about making it irresistible? Some consumers need more than facts — they need a little gentle parenting.

Yet more challenges await our intrepid adventurers in magical realm of reusable packaging! How would these packages journey from owner to user and back again without enduring any damage? How could we ensure the cycle continues again and again? And what of their epic end-of-life finale—would they gracefully re-enter the recycling cycle for a brand-new adventure?The path was filled with challenges, from linking the key players in the chain to unlocking the secrets of reverse logistics. But fear not, dear reader! Our heroes have uncovered new clues, revealing how reuse can be profitable, scalable, and seamless. Join us as we follow the next steps in the journey, piecing together the ultimate treasure map for a circular packaging system.

Eindhoven, March 2025 — The RePLHA consortium, facilitated by Searious Business, is at the forefront of creating an environmentally sustainable and economically efficient reuse system for transport packaging in the large household appliances (LHA) sector. With the EU’s Packaging and Packaging Waste Regulation (PPWR) mandating 40% reusable transport packaging for EU shipments and 100% for packaging within the same member state or company sites, the consortium aims to deliver reusable transport solutions for white goods by 2030. RePLHA is the acronym for Reusable Transport Packaging for Large Household Appliances.

In the last chapter, we followed our heroes through a variety of packaging ownership models, from the wild autonomy of "bring-your-own" to tightly controlled pooling systems. Along the way, we discovered that each type of packaging is unique, and by choosing the proper tracking methods, we can keep them on the right path. Now, it is time to face another crucial challenge: ensuring they don't lose money along the way. If reusable packaging is to truly succeed, it's not enough to protect the environment; we must also uncover the treasure of profitability at every stop because businesses hesitate to leap into the unknown.

One of the arguments we hear about reusable packaging is that it's just too hard. Quickly followed, it's too expensive, and customers don't want it. We would argue that reusable packaging is not at all hard. In fact, we all used to use it not that long ago. It will take some planning and some getting used to, but one thing it's certainly not is more expensive. This inspired Searious Business to look at one of the world's most hectic and complex foodservice sectors – Indian Street Food.

Marketing is becoming inextricable from sustainability. Marketers must collaborate with other departments closely, gather accurate knowledge and work out how to share brand attributes in a humble and credible way. Our Emma Samson explains how today’s sustainable marketer must don many hats to satisfy internal and external stakeholders — turning their storytelling superpowers to influence behaviour and drive positive change.