In the last chapter, we followed our heroes through a variety of packaging ownership models, from the wild autonomy of "bring-your-own" to tightly controlled pooling systems. Along the way, we discovered that each type of packaging is unique, and by choosing the proper tracking methods, we can keep them on the right path. Now, it is time to face another crucial challenge: ensuring they don't lose money along the way. If reusable packaging is to truly succeed, it's not enough to protect the environment; we must also uncover the treasure of profitability at every stop because businesses hesitate to leap into the unknown.

One of the arguments we hear about reusable packaging is that it's just too hard. Quickly followed, it's too expensive, and customers don't want it. We would argue that reusable packaging is not at all hard. In fact, we all used to use it not that long ago. It will take some planning and some getting used to, but one thing it's certainly not is more expensive. This inspired Searious Business to look at one of the world's most hectic and complex foodservice sectors – Indian Street Food.

Marketing is becoming inextricable from sustainability. Marketers must collaborate with other departments closely, gather accurate knowledge and work out how to share brand attributes in a humble and credible way. Our Emma Samson explains how today’s sustainable marketer must don many hats to satisfy internal and external stakeholders — turning their storytelling superpowers to influence behaviour and drive positive change.