How Behaviour Change Shapes Successful Reuse Systems.
Shifting from single-use to reuse systems, like cups at events or in venues, isn’t just about having the right product. The real challenge is preventing those cups from ending up in bins, going home with people, or getting broken in the crowd- these losses have a huge impact on the financial and environmental viability of reuse within those places.
So, how do we make it work? We need to change people’s behaviour. That might sound tricky, but it’s often simpler than you’d expect.
That’s where the Behaviour Change Triangle comes in. This framework helps you design conditions that make reuse not just possible, but normal and expected.
Why Behaviour Change Matters.
Think back to supermarkets and plastic bags. In 2002, Australians used over 6 billion plastic bags in a single year. Today, after bans across the states between 2009-2022, they’ve vanished from checkouts, replaced by reusable or paper options.
It’s not the only example of rapid change. In the late 1980s, Australia introduced kerbside recycling, which now accounts for 51% of household waste. Reusable coffee cups, once a niche idea, are now used by around 36% of Australians.
These shifts didn’t happen just because new products became available. They happened because people changed their actions and altered their behaviour.
The same can happen for reusable cups at events and venues. But it takes more than simply handing out a cup and hoping it comes back.
To change human behaviour, you need three key elements:
SUPPORT.
People need the tools, infrastructure and knowledge to help them do the right thing. It’s not enough to tell people to return or reuse items if there’s no clear way to do it, or if staff aren’t equipped to manage the process.
MOTIVATION.
People need a reason to care. That might be feeling part of a shared sustainability goal, saving money, avoiding inconvenience, or even just following what others are doing. When reuse feels rewarding or easy, people are far more likely to participate.
POLICY.
Clear rules help make expectations obvious and consistent. Policies remove uncertainty and guide behaviour, whether through operational procedures, business rules, or government regulations.
These three elements work together across every layer of the Behaviour Change Triangle. The more they’re integrated into your reuse system, the more successful it will be!
The Behaviour Change Triangle.
So how do we make reuse systems work in practice?
Enter: the Behaviour Change Triangle. This framework helps create the conditions that make new systems or behaviours not just possible, but normal and expected.
You can apply different parts of the triangle to your advantage to encourage the behaviour you want from your patrons. Start at the bottom (make it possible) and work your way up (make it required), incorporating as much from each section as possible. You can build on it over time to increase your results.
We’ll go through the different parts of the triangle, starting from the bottom, and give examples of problems and possible solutions at each section.
1. Make it Possible.
Start at the beginning: People can’t change their behaviour if the system doesn’t let them.
The first step in any reuse system is simply giving people access to reusable options. Realistically, very few people will bring their own container or cup in every setting (especially if they might get turned away!) Supplying reusables makes it possible for a reuse system to work at all.
EXAMPLE: Some supermarket delis ban reusable containers. This forces customers to choose between single-use packaging or skipping the product altogether because the supermarket does not offer a reusable option.
In that situation, reuse simply is not possible, no matter how motivated people might be.
Elements for Making Reuse Possible: Support and Policy.
SUPPORT: Support means having the right infrastructure and tools in place, such as reusable products, return stations and trained staff.
POLICY: Policy means setting operational practices that allow reuse instead of blocking it.
Here are ways you can make reuse possible:
Supply reusable items like cups, containers or packaging.
Provide visible, clearly marked return points or collection areas.
Train staff on how to handle reusables safely and efficiently, including practical steps like taring scales and how to sanitise them.
Use clear signage to guide people, like “RETURN CUPS HERE” or “REUSABLE CONTAINER DROP-OFF”.
By making reuse possible, you can expect to see around a 60% return rate of your reusable items.
2. Make it Easy.
People are more likely to change if the new behaviour is as easy or easier than what they’re used to.
Even if reusable options are available, people will often stick with single-use or throw reusable cups into waste bins if there’s no return bin nearby, or if signage and instructions are unclear. When returning a cup feels inconvenient or confusing, people default to whatever’s easiest. Making reuse simple and intuitive helps ensure people choose the right option without hesitation and keeps reusable items flowing back into the system.
EXAMPLE 1: At Fringe World Festival in Perth, which runs for 31 days, moving the cup return bins next to the regular waste bins made it much easier for people to return their cups.
Patrons were more likely to return cups because they didn’t have to go out of their way to find the right bin.
EXAMPLE 2: We spoke with a venue manager who had implemented reusable cups to replace single-use cups during gigs. He found that sometimes people put them into the general waste or recycling bins, because the signage in the venue is hard to read in the dark. He decided to place a trestle table near the toilets at the start of each night and stack some cups on it, and by the end of the night, many people had added to the stack and returned their cups there, which prevented many cups from going into the wrong bins!
Elements for Making Reuse Easy: Support and Motivation.
SUPPORT: Support means designing physical spaces and processes so that returning reusables is simple and clear.
MOTIVATION: Motivation grows when people see that using reusables is just as quick and easy as single-use options. The lower the barriers, the more people will participate.
Here are ways you can make reuse easy:
Place return bins alongside general waste and recycling bins so people can easily choose the right option.
Ensure signage is highly visible and simple to understand.
Train staff to remind people and guide them through the return process.
Design processes that feel just as quick as single-use options.
By making reuse easy, you will typically see return rates of around 70%.
3. Make it Normative.
Humans are social creatures. We tend to do what we see others doing.
Making reuse feel normal and widely accepted encourages more people to join in, especially if it feels like the expected behaviour in a particular setting. When reuse becomes part of the culture, participation rates increase, and the system becomes self-sustaining.
EXAMPLE 1: Carrying a reusable water bottle, affectionately known as an ‘emotional support bottle’, has become part of everyday culture. It’s now very common to see people with reusable bottles at work, in gyms, on public transport and at events. These days, even brands and venues are moving away from offering single-use plastic bottles because it’s starting to look out of step with what people expect. Remember when we said it’s unlikely people will bring their own cup or container in every setting? Bringing your own bottle is much more widely done, and as a result, there’s a lot less single-use waste!
EXAMPLE 2: In many bulk food shops, bringing your own reusable containers is not just encouraged, but increasingly seen as the standard way to shop. Many stores provide dedicated weigh stations, clear instructions for using your own containers and staff support to make reuse feel simple and normal. The entire shopping experience is designed to show that reuse is the default choice, not the exception.
Elements for Making Reuse Normative: Motivation and Support.
MOTIVATION: Motivation comes from people wanting to fit in with what others are doing. When reuse looks normal, people feel more comfortable getting involved.
SUPPORT: Support helps reinforce the norm through visible signals and consistent messaging.
Here are ways you can make reuse normative:
Encourage staff/volunteers to talk positively about the system and benefits.
Share photos or videos of people engaging with reuse on social media.
Use language in signage and messaging that assumes reuse is standard, for example, “Thank you for returning your cup” rather than “Please return your cup”.
Celebrate milestones publicly by highlighting impact, such as “We diverted 7 wheelie bins of waste from landfill, just by switching to reusable cups, thanks to your effort!”
Create a visible presence of reuse processes, such as giving people behind-the-scenes views of washing stations so they see reuse in action.
By making reuse normative, you can typically see return rates of 75% or more.
4. Make it Rewarding.
People are far more likely to keep doing something if it feels enjoyable, offers recognition, or provides a clear benefit. Making reuse rewarding transforms it from simply the right thing to do into something people actively want to take part in.
EXAMPLE 1: In some cafés, customers might pay $4.50 for a coffee if they bring their own reusable cup, but $5.00 if they need a single-use cup. This creates a clear financial reward and positions reuse as the smarter, more valued choice. It also reflects the reality that the cafe is saving money by not buying single-use items if the customer brings their own cup!
EXAMPLE 2: At events, organisers might offer $1 off the next drink for returning a reusable cup to the bar or even implement something as simple as basketball hoops over the cup return bins.
This adds an element of fun to the reuse experience and makes people feel their actions are noticed and appreciated.
Elements for Making Reuse Rewarding: Motivation and Support.
MOTIVATION: Motivation grows when people see tangible benefits, feel recognised or know they’re part of something bigger.
SUPPORT: Support ensures that rewards are simple to access and seamlessly built into the system.
Here are ways you can make reuse rewarding:
Offer direct incentives, such as discounts on the next drink or meal when patrons return their reusable cups or containers.
Gamify the cup return bins in a simple way, e.g. with a basketball hoop or other basic game. Even something as simple as making your cup return bin a clear PVC pipe that people can stack cups into will give the small reward needed to encourage returns.
Run interactive activities linked to cup returns, like shooting a cup through a netball hoop at a netball game for an instant prize!
Add QR codes to cups so patrons can scan them for the chance to win prizes or unlock promotional discounts from partners.
By making reuse rewarding, you will typically increase return rates to around 80% or higher.
5. Make it Required.
Sometimes the fastest way to change behaviour is to make the desired action the only option. When reuse becomes a requirement rather than a choice, participation rates rise quickly because people simply adapt to the new normal.
EXAMPLE: In Western Australia, legislation has banned many single-use plastic items, including plastic cups for cold drinks and certain lids, forcing businesses and events to transition to reusable or alternative options. Similar bans are rolling out in other states and regions across Australia and New Zealand, targeting items like straws, cutlery, plates and polystyrene containers. These policy changes mean that single-use plastics are no longer an option in many situations, pushing businesses and event organisers to adopt reusable systems as the new standard way of operating. You can find information about the specific items and timelines here.
Elements for Making it Required: Policy and Support.
POLICY: Policy involves setting clear rules and operational standards that make reuse the only acceptable practice.
SUPPORT: Support ensures that the required change is practical and doesn’t disrupt the customer experience.
Here are ways you can make reuse required:
Remove single-use options entirely, so reusable items are the only choice available onsite.
Integrate reuse requirements into vendor and supplier contracts to ensure consistency across all operations.
Make reusable cups or containers part of the entry ticket or product price, ensuring everyone has access without needing to opt in.
Use deposit systems where returning the reusable item is the only way to reclaim the deposit.
By making reuse required you can expect to see return rates of 90% or higher.
Putting it all Together.
As we’ve seen, shifting from single-use to reuse is so much more than just having reusable products. It’s about creating systems that make reuse practical, appealing and part of everyday routines.
Use the parts of the Behaviour Change Triangle that are the easiest for you to access in order to get your reuse system going, and then continue to implement new parts and test them as you get the opportunity.
Making the change to reusables is a journey- you don’t have to start out perfect, you can just start, and then refine as you go. Be honest to your patrons about your goals and bring them on your journey!
How we can help.
Bettercup partners with organisations across Australia and New Zealand to design reuse systems that work. We help reduce waste, create better experiences and help you stay ahead of changing regulations.
If you’re looking to make reuse part of how you operate, we’d love to chat about how we can help plan, set up or improve your system.
Authors: Christie Kamphuis and Danielle Norris.