In the best-case recycling scenario, plastic packaging production and plastic leakage will still double by 2050. Recycling, upcycling, and waste to energy initiatives are not capable of dealing with the environmental crisis nor do they reduce the inflow of plastic itself. Fundamentally rethinking product delivery, service systems and plastic packaging means reducing waste at its source, which is why we are building and scaling reuse business models that skip single-use plastics in the first place.