Not only is reuse a prerequisite component of a waste-free future, but brands will be increasingly compelled by regulators to convert portfolio away from single-use formats. Despite many impressive projects, much of today’s activity is still confined to pilots and niche applications. Serial circularity entrepreneur Dagny Tucker and Tom Domen of Eunomia explore the commonalities and contrasts between their experiences scaling up implementation of reuse systems. As co-founder of Perpetual Dagny partners with cities, service providers and other stakeholders to facilitate city-wide immersive systems. Meanwhile, Tom will share insights from his ongoing collaboration with Belgian retailers to launch universal reusable formats.