Each year on 16 June, World Refill Day invites individuals, organizations, and communities to take action against plastic pollution by embracing reuse over single-use.
For Aura, this isn’t just a day of awareness – it’s a reaffirmation of purpose. As a consultancy rooted in packaging, technology, and sustainability, Aura is proud to support the refill revolution with data-driven strategies, global insights, and practical solutions that help brands turn intent into impact.
Why Refill Matters
The environmental cost of single-use packaging is well documented: from ocean-bound plastics to carbon-intensive production, the linear model of “take, make, dispose” is no longer viable. Refill and reuse systems offer a compelling alternative – one that reduces waste, conserves resources, and supports a circular economy.
But while the concept is simple, the execution is complex. It requires infrastructure, consumer education, regulatory alignment, and above all, collaboration. That’s where Aura comes in.
Aura’s Role in the Refill Revolution
Aura’s proprietary platform, e-halo, is designed to help brands navigate the evolving sustainability landscape. By tracking recyclability, tax liabilities, and refill solutions and opportunities across territories, we empower our clients to make informed decisions about packaging design, supply chain optimisation, and legislative compliance.
In partnership with CarbonQuota, Aura also enables clients to measure and reduce the carbon footprint of their packaging portfolios, an essential step in validating the environmental benefits of refill systems.
Once seen by many as an inconvenience, refill is no longer a niche innovation – it’s a mainstream expectation. This is particularly prevalent among Gen Z and millennial consumers who prioritise sustainability and transparency.
Global Momentum: Refill in Action
Across Europe, North America, and Asia, refill initiatives are gaining traction. Here are some standout examples of what good looks like:
Europe: Policy Meets Practice
The European Union’s Packaging and Packaging Waste Regulation (PPWR) sets ambitious targets for reuse and refill, including a 10% reusable or refillable 2030 [1]. France has gone further, introducing a “bonus/malus” system that rewards refillable formats and penalises single-use.
Retailers are responding. In Austria, a pilot by Altstoff Recycling Austria AG and retailer Müller boosted sales by 120% for products with refillable packaging [2]. Meanwhile, The Body Shop’s refill stations, now in over 700 stores globally, have become a benchmark for scalable, consumer-friendly reuse systems [3].
North America: Innovation and Education
In the US, the refill movement is being driven by both startups and legacy brands. Companies like Blueland and Loop are pioneering closed-loop delivery models, while major retailers such as Walmart and Kroger are trialling refill stations in-store.
However, challenges remain. According to a Harris Poll, 90% of North American consumers want to recycle, but over 70% feel confused by inconsistent labelling and local rules [4]. Aura’s work in this region focuses on simplifying compliance and improving consumer communication, two critical enablers of refill adoption.
Asia: Scaling with Speed
Asia is home to some of the world’s most ambitious packaging reforms. In South Korea, the government aims to cut plastic waste in half and achieve a 70% recycling rate by 2030 [5]. In China, new laws limit excessive packaging for food and beauty products, creating opportunities for refill formats [6]. The refill strategy not only supports the reduction of waste but also the elimination of excess packaging, therefore it plays a pivotal role in accelerating the transition toward a circular economy. By encouraging reuse and minimizing single-use materials, refill systems help brands meet regulatory targets while aligning with growing consumer demand for sustainable, low-impact solutions.
Aura’s insights from the APAC region show that while infrastructure varies, consumer appetite for sustainable alternatives is growing, particularly in urban centres where refill stations are being integrated into supermarkets, pharmacies, and even vending machines.
Refilling the Narrative: From Compliance to Culture
At Aura, refill isn’t just a compliance issue, it’s a cultural shift. It’s about rethinking the role of packaging in people’s lives and designing systems that are intuitive, inclusive, and impactful.
This means asking tough questions like:
“Is the refill model convenient enough for consumers?”
“Are the environmental benefits being measured and communicated clearly?”
“Are brands prepared to invest in the long-term infrastructure needed to make refill work?”
Aura’s consultancy team help clients answer these questions with clarity and confidence.
Whether it’s through packaging workshops, legislative reviews, or strategic roadmaps, the goal is always the same: to make sustainability actionable. However, innovation alone isn’t enough. Consumer education must be central to this shift. Without a change in behaviour to match the pace of industry progress, the vision of a truly circular economy will remain out of reach.
Internal Action, External Impact
Internally, Aura walks the talk. From reducing single-use items in its own operations to supporting employee-led sustainability initiatives, the business is committed to leading by example.
Aura also supports industry events like SPC Impact, SPC Advance and Environmental Packaging Live, where it shares insights, showcases tools, and collaborates with global partners to accelerate progress.
Looking Ahead: What’s Next for Refill?
As World Refill Day 2025 approaches, Aura sees refill not as a trend, but as a trajectory. The next frontier lies in scaling solutions, harmonising standards, and embedding refill into the DNA of product and packaging design.
This includes:
- Digital labelling to guide consumers on refill options
- Smart packaging that tracks usage and prompts reorders
- Retail partnerships that make refill accessible at every touchpoint
- Policy advocacy to support infrastructure investment and innovation
A Message from Aura
World Refill Day is a reminder that every refill counts. But it’s also a challenge, to go beyond the bottle, beyond the label, and beyond the status quo.
At Aura, we’re proud to be part of this movement. Not just today, but every day.
Because the future isn’t single-use. It’s refillable.
Sources:
[1] https://www.europarl.europa.eu/news/en/press-room/20240419IPR20589/new-eu-rules-to-reduce-reuse-and-recycle-packaging
[2] https://waste-management-world.com/resource-use/reusable-packaging-pilot-increases-sales/
[3] https://www.sustainability-beat.co.uk/2024/01/22/retail-refill-revolution/
[4] https://kab.org/americans-want-to-recycle-but-worry-about-getting-it-right/
[5] https://www.czapp.com/analyst-insights/governments-across-asia-extend-packaging-producer-responsibility/#:~:text=All%20plastic%20packaging%20must%20be%20reused%20or,plastic%20waste%20recycling%20to%2070%25%20by%202030.
[6] https://www.fas.usda.gov/data/china-national-food-safety-standard-restricting-excessive-packaging-foods-and-cosmetics#:~:text=In%20August%202021%2C%20the%20People’s,it%20relates%20to%20food%20products.
