For years, one little symbol has shaped the way we think about waste. Spot the recycling logo and toss it in the right bin.

But what if the next symbol we all learn to recognise encourages us to create less waste in the first place?

A brand new global reuse symbol has just been unveiled, and its mission is simple: make reusable packaging as easy to identify as the recycling logo. While it might seem like a small design change, it's part of a much bigger movement that's helping shift the world from a throwaway culture towards one where products are made to be used again and again. 

The bright purple global reuse symbol is a universal icon that indicates packaging is part of a reuse system, designed to be returned, cleaned and reused rather than thrown away after a single use.

Why recycling was never meant to be the solution (and why reuse comes first)

Recycling has become second nature for many of us, but here's something that surprises a lot of people: recycling was never designed to be the solution to our waste problem.

While we've been taught that popping something in the recycling bin gives it a second life, the reality is very different. Globally, only around 13% of waste is actually recycled, meaning the overwhelming majority still ends up in landfills, is incinerated or leaks into the environment. Recycling has a place, but it's one of the last options, not the first.

That's exactly why the globally recognised waste hierarchy places waste prevention first, followed by reuse, with recycling much further down the list.

That's because recycling still requires energy, water and raw materials to collect, transport, sort and remanufacture products. Reuse skips many of those steps entirely by keeping the exact same packaging in circulation again and again. The less we need to manufacture, the less waste and pollution we create in the first place.

With global plastic consumption expected to triple by 2060, finding ways to reduce the amount of single-use packaging entering the system has never been more important.

That's why at Go For Zero we've never believed recycling alone will get us out of the waste crisis. If we keep producing mountains of single-use packaging, no recycling system in the world can keep up. The real solution is creating less waste to begin with.

A symbol with a big purpose

The new bright purple reuse symbol didn't appear overnight. Led by PR3: The Global Alliance to Advance Reuse, an international design competition invited creatives from around the world to imagine a universal icon for reuse. The initiative received 236 submissions from 29 countries before one design, created by Epigrama Studios in Bogotá, Colombia, was selected following global consumer testing across 17 countries.

The winning design represents return, continuity and circulation, reflecting the idea that products don't have to follow a straight line from shelf to bin. Instead, they can be collected, cleaned and reused many times over.

Soon you'll begin seeing the bright purple global reuse symbol on reusable cups, takeaway containers, beverage bottles, cleaning product containers, collection bins, signage and other reuse systems designed to make returning packaging simple.

More than just a logo

As exciting as the symbol is, the organisations behind it are clear that it isn't a magic solution on its own.

Successful reuse also relies on collection systems, washing facilities, transport networks and businesses working together to keep packaging circulating. That's why the new symbol can only be used within genuine reuse systems that meet PR3's global standards for collection, transport, sorting, washing and return.

Researchers also point out that visual cues play an important role in helping people make quick decisions. A recognisable symbol makes it easier to identify reusable options, helping reuse become an everyday habit rather than something people have to think twice about. 

And that's what excites us most. This symbol isn't encouraging people to recycle better. It's encouraging businesses to design packaging that doesn't become waste after just one use. That's a much bigger shift, and one we're incredibly excited to see gaining momentum globally.

A future worth recognising

We love seeing practical solutions that make sustainable living feel easier, not harder! But if you've followed Go For Zero for a while, you'll know we've always believed the best waste is the waste that's never created in the first place.

Recycling has a place, but it's become a little bit of a comfort blanket. It can make us feel like throwing something "away" is okay because it's recyclable, when in reality there's no such place as "away". Every product still requires resources to make, transport and process.

That's why many of the products we stock come with little to no packaging wherever possible. And when packaging is needed, we look for solutions that can be reused, home composted or genuinely recycled. Because for us, the goal isn't simply creating recyclable packaging, it's creating as little waste as possible.

This new reuse symbol won't solve the plastic crisis on its own, but it represents something much bigger than a logo. It signals a shift away from our throwaway culture and towards systems designed to keep valuable resources in use for longer.

Whether it's carrying a reusable coffee cup, refilling your cleaning products or choosing packaging that's designed to stay in circulation, every small swap helps build demand for better systems.

At Go For Zero, we believe recycling should be the last resort, not the goal. The real win is avoiding unnecessary waste altogether. Here's hoping the purple reuse symbol becomes just as recognisable as the recycling logo, because every reusable container represents one less piece of single-use packaging entering our world.

Ready for another feel-good story? Check out our blog here Queensland's new recycling strategy. It's a goodie, I promise!

With love, 
Ellie xo

FAQs

1. What is the new reuse symbol?

The new global reuse symbol is a universal icon designed to identify reusable packaging and reuse systems. It helps people quickly recognise products and packaging that are intended to be returned, collected, cleaned and used again, rather than thrown away after a single use.

2. How is reuse different from recycling?

Reuse keeps the same product or packaging in circulation for multiple uses before it's eventually recycled. Recycling, on the other hand, involves breaking materials down and remanufacturing them into new products. According to the waste hierarchy, reuse is generally a more environmentally beneficial option because it reduces the need for new materials and manufacturing.

3. Why is reusable packaging better for the environment?

Reusable packaging can significantly reduce the need for single-use materials, helping cut plastic waste, conserve resources and lower emissions. When supported by collection, cleaning and return systems, reusable packaging keeps materials in use for longer and reduces waste at its source.

4. Where will I see the new reuse symbol?

The new reuse symbol is expected to appear on reusable items such as cups, takeaway containers, beverage bottles and cleaning product containers. It may also be displayed on collection bins, return points, signage and other infrastructure that supports reuse systems.

5. How can I support reuse in my everyday life?

Supporting reuse can be as simple as carrying a reusable coffee cup, choosing refillable products, reusing containers where possible and selecting products with minimal or reusable packaging. Every small swap helps encourage businesses and communities to invest in systems that make reuse easier for everyone.