AUREA initiative
Why reuse beats recycling, and how we go about it
A new dimension for collecting. A box carrying the sticker "Try reusing me" cuts waste and circulates among collectors.
The Czech Republic is among Europe's leaders in packaging recycling, yet the number of boxes keeps rising. The most effective solution is also the simplest: never let them become waste at all.
Have you already received a box with a "Try reusing me" sticker? We are AUREA, and we give packaging a second life. See how we prevent waste together with you and create the stories of boxes that travel on. Every repeated journey counts.
Our system is simple. Each time a parcel arrives at the office, we carefully open the box, fold it flat and store it in our "depot". Before we send it out again, we check its condition and add a small but meaningful gesture: a sticker reading "Try reusing me". It is precisely these boxes — from suppliers, from partners and from our own staff — that we refill and send on. We are not alone in this: this practical approach is a living part of a broader trend known as the circular economy. The aim is to design the system so that materials never end up as waste but keep circulating.
Why "just" recycling is not enough: the figures from Europe
In 2023, each EU citizen generated an average of 177.8 kg of packaging waste. In total this amounts to nearly 80 million tonnes. The largest share (over 40%) is paper and cardboard, followed by plastics (19.8%) and glass (18.8%).
Although the EU is working towards a target of recycling 70% of all packaging by 2030, recycling alone has its limits. According to the Ellen MacArthur Foundation, only about 14% of plastic packaging is recycled worldwide, and without a fundamental redesign around 30% of it will never be reused or recycled. Recycling is an energy-intensive process, and its effectiveness depends on complex collection and sorting systems.
This is why reuse is treated as a priority. It represents the so-called "inner loop" of the circular economy, because it keeps a product or item of packaging in its original form and function, which saves the most resources and energy.
Packaging waste in the EU: status and targets (2023)
| Indicator | Value | Context & target |
|---|---|---|
| Total packaging waste per capita | 177.8 kg/capita | A year-on-year decline of 4.7%. |
| Overall EU packaging recycling rate | 67.5% | EU target for 2030: 70%. |
| Packaging recycling rate in the Czech Republic | 74.8% | The Czech Republic is one of seven EU countries that have already met the 2030 target. |
| EU plastic packaging recycling rate | Mostly below 50% | EU target for 2030: 55%. In 2023 only Belgium and Latvia met it. |
What do consumers think about it?
According to a McKinsey survey of European consumers (2025), the quality and price of a product matter most to them when buying. The environmental impact of packaging sits at the far end of their list of priorities. This changes, however, when we ask directly about packaging sustainability. In that case consumers clearly rate the principles of the circular economy highest: recyclability and reusability.
Consumers attribute the greatest responsibility for sustainable packaging to brands and packaging manufacturers — that is, to us, the companies. Roughly half are even willing to pay more for a more sustainable solution.
Our path: from idea to system
Our "A Box with a Story" initiative grew out of this logic. Instead of relying blindly on the recycling system, we try to prevent waste. Every box we reuse is a box that did not have to be manufactured, whether from primary or recycled materials.
- Collection and donation: staff bring in spare boxes from home, and we keep the packaging from our own deliveries.
- Inspection and preparation: we check every box before it is used again. Only those in perfect condition go on.
- Reward and motivation: on every box we send to customers we place the sticker mentioned above. It is both our challenge and our thank-you.
How can you help too?
- Take up our challenge: when you receive a parcel from us in a box with our sticker, try to fold it down carefully and keep it. You can use it for your next move, to send a gift to friends, or offer it in a local second-hand group.
- Sort smartly: if you really do need to throw a box away, make sure it ends up in the blue (paper) container. First remove any plastic fillers (these belong in the yellow container) and paper tape (this usually does not interfere with paper recycling).
- Demand change: as consumers you have a voice. By favouring companies that actively reduce their packaging waste, you help to change the whole market.
Every box that travels the world a second or third time is not just anonymous packaging. It is a small victory over the linear "take–make–dispose" system. It has a story of its own, and we are proud to be one of its chapters. Thank you for being in this with us.
Do you have an idea for improving the reuse system further? Write to us. Sharing experience is the basis of real change.
Links to relevant sources:
- European Environment Agency – https://www.eea.europa.eu
(Here you will find data on packaging waste in the EU.) - Ellen MacArthur Foundation – https://www.ellenmacarthurfoundation.org
(Here you will find information on the circular economy and the impact of plastic waste.) - Czech Environmental Information Agency (CENIA) – https://www.cenia.cz
(Here you will find data on waste management in the Czech Republic.)