Consumers play an instrumental role in the success of reuse and refill systems. By incorporating them into their daily lives and returning used packaging, consumers support their development and ensure a seamless process at the end of the value chain. Convenience is king, but what else needs to be taken into account to foster more circular habits ? Various organisations across Europe that are analysing consumer behaviour on the field, will reflect on their findings and discuss what are the levers that need to be activated so reuse and refill become the new normal.