The Re-Use Berlin initiative aims to raise awareness for sustainable consumption by promoting the reuse of products as a genuine alternative to buying new ones. This campaign is implemented through several modules that involve testing and implementing new concepts for donating and purchasing second-hand goods. Initially, collection campaigns were conducted at weekly markets and pop-up stores, but since 2020, the initiative has been running a department store for second-hand goods - the Re Use Superstore - in an established Berlin department together with partners, complemented by various events, lectures, and workshops.
Moreover, the initiative holds idea competitions, implementing some of the best suggestions in follow-up actions, and regularly organises expert dialogues on various relevant topics. As part of the initiative, collection boxes for used glasses, printer cartridges, and exchange boxes for used shipping materials are set up across the city. Additionally, the Re-Use Initiative sees itself as a networking platform where multiple Berlin actors collaborate to achieve common goals. For instance, in January 2023, 24 actors from the Re-Use scene presented themselves together in the "Re-Use Superstore" at the international "Green Week" trade fair in Berlin. Finally, all campaign activities are extensively promoted both offline and online, using diverse communication channels like events, press releases, flyers, and social media, with the support of celebrities and city light columns.
Sustainable Development Goals
Berlin has set itself the ambitious target of becoming a Zero Waste City by 2030, which involves significantly reducing the amount of waste and largely closing material cycles. The Berlin Waste Management Concept 2020-2030 outlines this vision.
To achieve this goal, the Re-Use Berlin initiative is playing a crucial role in creating awareness and developing infrastructures to prevent reusable items from ending up as waste.
To kickstart the initiative, a potential analysis was conducted, which revealed that the average Berlin household has around 244 functional but unused items. This translates into a market potential of 5.3 billion euros. The campaign aims to tap into this resource and reduce the amount of waste generated in the city.
The initiative was launched in 2018 with a feasibility and implementation study. As part of this preliminary work, an expert office examined the project’s potential and researched national and international best practice applications with regard to transferability to the Berlin context.
In 2019, the first collection days were organized at Berlin's weekly markets. Residents were invited to drop off their well-preserved items and receive advice on sustainable consumption. The concept of local drop-off was very well received. The collected treasures were then sold in pop-up stores with accompanying programs.
In 2020, the first second-hand goods department was opened in an established Berlin department store. Meanwhile, in addition to this Re-Use Superstore, Berlin also has an attractive municipal second-hand goods house, the NochMall. Good second-hand goods can be dropped off at three Berlin recycling centres and and sold at low prices at the NochMall. The "Centre for Resource Conservation" offers various actor’s opportunities to submit offers for the submission and acquisition of used materials such as building components, fabric and colour remnants, etc. In addition, help is provided for repairs, workshops, and various events. At the same time, usable items can be rented here. This program is aimed at neighbours, DIY enthusiasts, and creatives.
In addition, "shop-in-shop" models are being tested. For a short period, small pop-up stores are organized in shopping centres.
The initiative regularly hosts expert dialogues on various topics. In the past, experts exchanged ideas on the rescue of textiles from returns, the reuse of used information and communication technology, the reuse of building components and furnishings, and reusable transport packaging.
Every year, an idea competition is launched. These competitions are also thematically oriented. The best and most practical ideas are implemented as much as possible afterward. For example, the A-GAIN GUIDE - a digital guide to the reuse and recycling of used clothing in Berlin - was created as a result of this competition, as well as the exchange box for use of shipping materials.
Another important goal is to network the numerous Berlin actors in the field of re-use with the aim of increasing the visibility of the movement and bundling synergies. In January 2023, 24 actors joined forces in the "Re-Use Superstore" to present their activities at the "International Green Week" trade fair in the new "greener life" theme area. On an area of approximately 400 m², visitors to the trade fair were able to get to know the many offers from the segments of second-hand goods trade, upcycling, reusable, and food rescue and actively participate in workshops on repair and upcycling. A colourful program for students attracted several hundred participants.
The Re-Use Berlin initiative is a campaign led by the Berlin Senate Department for the Environment, Mobility, Consumer- and Climate Protection, which functions as a state ministry. The Senate Administration is responsible for project management, while the external implementation of content-related aspects and promotion of measures is outsourced. The project is financed using funds from the Berlin Senate allocated for implementing Zero Waste strategies.
Due to the complexity of the project, various institutions have formed a consortium under the leadership of a project office. Currently, different organizations are involved in organizing specific aspects of the initiative, including expert dialogues, idea competitions, events, structural design of stores or event rooms, networking meetings, and advertising through a communications office.
Furthermore, the campaign collaborates with several partners, some of which vary over time. These partners include the municipal waste disposal company, NGOs, actors in the re-use scene, private waste disposal companies, universities, second-hand goods online portals, non-profit organizations, and private second-hand shops.
In 2021, Berlin's environmental administration collaborated with eBay Kleinanzeigen, an online portal for private classifieds, to conduct a study on the Re-Use Berlin initiative and the awareness of its Re-Use Centres among residents. The study yielded the following findings:
- 13% of the respondents were aware of the Re-Use Berlin initiative for second-hand goods reuse.
- 10% knew about the second-hand department "Re-Use Superstore" in the established department store.
- 10% knew about the municipal second-hand department store.
- 5% knew about the Centre for Resource Conservation.
- 45% of those who knew about the campaign expressed a willingness to buy second-hand goods more often.
- 50% desired more acceptance and purchase points for second-hand goods in their neighbourhood.
- 40% declared a need for more and better information on acceptance points for second-hand goods.
In conclusion, achieving an awareness level of 13% in a city like Berlin, where residents are constantly inundated with numerous pieces of information, is commendable. However, the Re-Use Berlin initiative must continue to expand its reach and establish a comprehensive network of low threshold offers to tap into the immense potential of second-hand goods.
The Re-Use Berlin initiative is a comprehensive project that seeks to create sustainable awareness and behaviour change among Berliners in their approach to second-hand goods. Given its objectives, the project requires long-term, ongoing activities to have a lasting impact. This entails generating constant attention through events, publications, digital and analogue advertising, and other measures, which require significant financial and human resources. As a result, the initiative needs strong and reliable partners with adequate financial and personnel capacities.
In today's era of diminishing resources and rising prices, sustainable consumption has become a growing concern. To move the second-hand trade from its niche into the mainstream, it must be more prominently positioned in society. The purchase of quality second-hand goods should be viewed as a symbol of sustainability, individuality, and quality, rather than a sign of poverty. To achieve this goal, convenient and attractive distribution and sales opportunities must be created in close proximity to residential areas throughout the country. Ideally, the trade of both new and second-hand goods should coexist to provide customers with genuine alternatives.
Moreover, shopping centres struggling with tenant loss are more willing to offer favourable conditions for retail space, creating the necessary framework for economically viable business models.
Looking ahead, the Re-Use Berlin initiative aims to expand its existing activities and integrate small-format pop-up stores in shopping centres to increase its visibility. Additionally, the initiative seeks to involve local civil society actors to further strengthen the movement.
As the project is primarily aimed at Berlin's urban society, information is only available in German.
The different modules of the campaign are described here:
The Re-Use Superstore presents itself and its activities on the site:
External links / documents
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