Reuse and refill webinar - understanding citizen participation in a retail environment

Understanding citizens' participation in reuse and refill in a retail environment

Reuse and refill systems will be crucial in the transition away from single-use plastic packaging. WRAP has sought to plug a knowledge gap that will help understand how everyday shoppers can adopt refill. In 2021/22 WRAP launched a pilot in partnership with Unilever and Asda and funded by Innovate UK*. We sought to gain a deeper knowledge about how citizens interact with refill zones, and what barriers need to be overcome to ensure widespread adoption and the success of similar schemes.

This webinar shares the fascinating findings from the pilot, and discusses:

- The barriers and enablers that citizens face when shopping in-store refill and reuse;
- The basics needed to make refill and reuse easy and attractive for customers;
- The behaviour change interventions developed and trialled in store to help to tackle some of the customer barriers and build on the enablers;
- Key findings from testing the behaviour change interventions; and
- What Asda and Unilever learnt about their shoppers' behaviour and how they’re using these learnings to change their reuse and refill models.

*Innovate UK is the UK’s innovation agency and part of UKRI, this project (number: 100073170) was funded under the Smart Sustainable Plastic Packaging Challenge and Industrial Strategy Challenge Fund.