It is 2019, a new European Commission’s term started, and the looming storm of the global crises that would shake the world in the months ahead is still far from everyone’s mind. Back then, decarbonisation dominated the agenda, and the European Green Deal had just been announced, setting an ambitious path for a green transition.
For many industries, the Deal’s legislative proposals brought both opportunities and the need to adapt to a more complex regulatory environment. Organisations that had previously operated with a national focus were now engaging more closely with EU policymaking, navigating new frameworks that would shape the future of sustainable innovation.
Today, we “unbox” one story in particular, a story that sees the reusable packaging industry take centre stage with the rise of an association that, from scratch, became one of Brussels’ most influential voices in the reuse debate, earning recognition as a trusted stakeholder by the EU institutions and Member States.
This is the story of RPE, the association for reusable packaging in Europe.
A vision for waste-free supply chain
The foundation of RPE are pooling models, an innovative system where packaging assets are rented, serviced, and reused across supply chains, eliminating waste while enhancing efficiency. You have likely encountered these in your daily life: the wooden pallets, crates, and containers that make it possible for fruits, vegetables, and other goods to reach the shelves of your local store.
These systems have quietly supported Europe’s supply chains for decades, particularly in food transportation, offering a compelling alternative to single-use packaging. Hence, when the EU prioritised circularity in its 2019 environmental reforms, these models already aligned with their vision, but nobody at the EU level knew about it.
The challenge was clear. Pooling companies had to find a way to amplify their voices, engage in a dialogue with policymakers and keep the right legislative conditions to incentivise reusable packaging. The efforts of entering the EU arena had just begun.
Initial questions the founders wished to address came up:
- How to be active at EU level?
- How to shape their position in the EU debate?
- How to step up the game and build reputation?
To address these, two pooling companies joined forces to create RPE in 2020, setting out to advocate for regulatory recognition and incentives for reusable packaging. This is also where Publyon stepped in.
In just three years, the association grew to represent 85% of reusable transport packaging in the EU. But with such rapid growth came the challenge of making its message heard in the intricate Brussels policy arena and keep the right conditions to ensure the sustainable development of the packaging industry.
The turning point: how we built trust, reputation and authority
Publyon designed and implemented an advocacy and communication strategy to ensure RPE’s voice was heard at the highest levels of EU policymaking.
Our approach rested on four key pillars:
1. Strategic stakeholder engagement and alliance
A strong message resonates louder when shared. We helped RPE identify allies, address skepticism, and deliver carefully crafted messaging tailored to key stakeholders. By fostering collaboration, RPE became a trusted partner within broader alliances in both Brussels and national contexts.
2. Data-driven messaging and online-offline advocacy strategy
Facts, facts and more facts. That’s the cornerstone of advocacy efforts and that’s what matters to policymakers. But how do you communicate them in a clear and tangible manner? Building a solid and evidence-based narrative, create a digital presence and engage with policymakers are all essential elements that established RPE as a credible, trusted voice in policy debates.
3. Timely monitoring and contributions
Timing is everything in policymaking. Through constant monitoring of relevant policy developments, Publyon positions RPE in the right room, at the right time, with the right message.
4. Efficient association management
Advocacy succeeds when voices unite. From organising engaging member meetings to managing finances and operational tasks, Publyon supports RPE’s members to collaborate effectively, align on strategies, and present a cohesive front to policymakers.
A legacy of advocacy success
RPE’s efforts bore fruit. Today, it is one of Brussels’ respected voices in the reuse debate. Its achievements include convincing the EU to introduce mandatory reuse targets. These targets will drive the adoption of reusable packaging, reducing reliance on single-use alternatives and setting a transformative precedent for waste reduction in supply chains.
Photo: Our Senior Consultant Eliza Druta representing the RPE Secretariat at the 2024 Refill&Reuse Trade Fair where MEPs and industry leaders discussed policy solutions for the success of reusable transport packaging.
An overnight success?
Well, success in the EU arena does not happen in the blink of an eye. Standing out in a fiercely competitive environment where countless organisations are vying for attention is no easy task—and success is never guaranteed. It requires one to gradually position themselves as a trusted partner to the decision-makers
It took time and efforts to identify opportunities to engage with the already established policymakers, build relationships, and position RPE as a trusted and reliable partner. And even when we succeeded, ongoing effort was essential to ensure RPE’s members engage directly in the debate, sharing their perspective both online and offline.
So back to the question, success did not happen overnight. It required relentless outreach and consistent messaging. But hard work, combined with timely interventions, has eventually paid off.
Looking ahead at new opportunities
Five years later, as a new European Commission policy term begins, RPE is well-positioned to strengthen its relationships with incoming policymakers, building on its well-established reputation. Our engagement has been shaped by years of constructive dialogue, and as the EU’s agenda evolves, we continue to align with key priorities, including those outlined in the Compass.
For organisations looking to navigate this shifting landscape, RPE’s experience demonstrates the power of strategic engagement. Driving real impact is challenging alone—but with the right approach and alliances, your voice can shape the conversation. Let’s discuss how we can help amplify yours.
