World Refill Day challenge targets single-use plastics
Consumer swaps initiative begins as polling reveals 78 per cent of UK public are already taking action to reduce single-use plastics but 67 per cent cite lack of alternative options as the main barrier.
Environmental charity, City to Sea, is marking World Refill Day (16 June) with a five-day challenge encouraging UK consumers to swap single-use plastic for reusables.
New polling from the charity reveals that while 78 per cent of the public are already taking action to reduce single-use plastics in their weekly shop, 67 per cent cite a lack of available options or awareness of alternatives as the main barrier preventing them from doing more.
The campaign urges participants to make five simple swaps over five consecutive days - including refilling coffee cups, carrying a water bottle, using a lunchbox for takeaways, refilling milk bottles, and shopping packaging-free.
This challenge aims to address the alarming growth in single-use plastic. According to figures from Greenpeace's Big Plastic Count UK households continue to discard an estimated 1.7 billion pieces of single-use plastic each year.
The charity’s poll also found that 71 per cent of consumers want to see more reusable, refillable and returnable options where they shop.
Jane Martin, CEO at City to Sea, said: "Plastic is everywhere – from glaciers to ocean depths. We know the public wants to break the cycle, yet can't find reusable packaging options where they shop."
World Refill Day, spearheaded by City to Sea since 2018, is a global awareness campaign focused on reducing single-use plastic and accelerating the adoption of refill and reuse systems. The initiative has attracted support from 25 global ambassadors across 60 countries, including Caroline Lucas MP, broadcaster Rob Rinder, and actor Bonnie Wright.
Consumer understanding and barriers
While single-use packaging remains dominant, City to Sea's data reveals significant gaps in consumer understanding. Around one in three UK residents don't clearly understand the difference between recycling, reusing and refilling, while 40 per cent believe reusable options cost more than single-use alternatives.
The cost of living crisis has also impacted sustainable behaviours, with 37 per cent of respondents reporting they have stopped sustainable habits due to financial pressures. However, 58 per cent say they have tried new ways to reduce single-use packaging waste in the last 12 months.
The research shows that 30 per cent of consumers now bring a reusable container to a cafe or takeaway at least monthly, with 10 per cent doing so daily. Similarly, 51 per cent return packaging to collection points once a month or more.
This year's challenge follows recent developments in the retail sector, including trials by major UK supermarkets showcasing commercially viable refill stations – with one Ocado trial achieving up to 86 per cent return rates.
According to City to Sea, if one in ten people in the UK switched to reusable coffee cups for just five days, it would prevent 3.5 million cups from entering landfill - cutting 43 tonnes of plastic.
Ajay Tegala, conservationist, broadcaster and World Refill Day ambassador, said: "World Refill Day shines a light on something so simple, yet so powerful – our everyday choices. The 5 Day Challenge is a brilliant way to get people thinking differently about how we consume and how we can reduce our waste."
The United Nations Environment Programme estimates that scaling these reuse systems could reduce plastic pollution by 30 per cent by 2040.
Building momentum for systemic change
City to Sea warns that individual action alone is insufficient. Nearly half of all plastic produced is used for single-use packaging, yet only 9 per cent is known to be recycled, according to OECD data.
The charity's efforts have gained significant institutional support, with over 40 NGOs and businesses co-signing an open letter last year calling for legislative change and reuse targets.
"This is about more than individual choice," said Martin. "If people forget their reusable bottle or don't know where to refill, the system is failing them. We want to make reuse the easy, obvious option – everywhere from big events to high street stores."
City to Sea's previous campaigns have contributed to national policy shifts, including England's ban on single-use cutlery, plates and bowls, and the switch from plastic to paper cotton buds by major retailers.
The charity's Refill Campaign, launched in 2015, has since grown into a global movement. Its Refill Return app now lists over 330,000 low-plastic venues worldwide, with 650,000 downloads and users reportedly saving 100 million plastic bottles annually.
As part of expanding their impact, City to Sea is launching the Refill Return Alliance, a platform bringing together combined knowledge and an extensive network to deliver a world that refills and returns, where reuse is second nature.
Resource Media is proud to welcome City to Sea as a category sponsor of this year's Resource Hot 100, our annual event that recognises individuals making the greatest contribution within the waste and recycling industry. City to Sea are sponsoring the new 'Refill Return Award' highlighting the key contributions made in this field and to raise awareness of the Refill Return platform.
