Pioneering The Modern Reuse Economy: Inside The Petaluma Reusable Cup Project With Carolina Lobel
What does it take to create a reuse economy that actually works, moving beyond pilot projects to community-wide change? We're joined by sustainability leader Carolina Lobel, an industrial engineer who pioneered the modern reuse movement as the first full-time hire at Loop, the reusable packaging platform incubated by TerraCycle. Now working at Closed Loop Partners’ Center for the Circular Economy, Carolina shares the massive systemic challenges and learnings from her work with major brands, including the breakthrough Petaluma Reusable Cup Project, and offers deep insights on consumer behavior change, the power of pre-competitive collaboration, and the importance of embracing change—whether planned or reactive—to build a more sustainable future.
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