Lessons learned from pitching reusables to local eateries.
When we launched the genRE (Generasi Reuse) project for the plastics campaign, our vision was simple but ambitious: train a passionate group of volunteers, send them to local eateries, and inspire restaurant owners to kick single-use plastics (SUPs) to the curb. Perhaps we were a tad too ambitious.
Greenpeace Japan ran a similar campaign with Starbucks outlets by urging the coffee chain to abandon single-use cups and plastic cups in favour of a circular system – a reuse and returnable cup system. We heard, and we had hope.
However, in Malaysia, as volunteers spent more time pounding the pavement, we confronted a grounded reality. Ground-level environmental advocacy isn’t just about moral persuasion; it’s bound to economic realities, operational constraints, and cultural habits. We knew this. We spoke to restaurant owners before launching the campaign. We did the background work but in reality, it is harder to convince than we thought.
1. The economic balancing act
For many local establishments, especially high-volume everyday spots like the mamaks or kopitiams and more. When volunteers spoke with restaurant owners, the reluctance stemmed from a financial point of view; the operational costs, payroll, and supply chain expenses. They were keen to learn more about pollution. Some of them even agreed and understood that waste is a huge problem. Why not? They deal with waste every day, from straws to plastic utensils.
However, switching to a reusable system wasn’t that easy. Reusables carry a higher upfront cost that smaller eateries simply cannot absorb without passing it on to consumers. Then comes the bigger question – do they have enough manpower to clean? Some restaurant owners did not have enough manpower to do the cleaning, nor could they hire more workers, because everything comes with a cost.
2. The customer demand dilemma
Eateries cater directly to consumer behaviour. Owners repeatedly pointed out that customer habits drive the single-use plastic behaviour. Takeaway culture relies heavily on convenience, unless customers actively demand or bring reusables. Business owners risk losing quick-turnaround sales by changing the status quo. From the perspective of the consumer, it is just too much of a hassle, and convenience trumps sustainability.
3. The reality of volunteer capacity
Outreach requires persistent, face-to-face relationship building. Our volunteers brought immense heart and dedication, but balancing full-time jobs, studies, and personal lives meant they couldn’t always sustain frequent door-to-door visits. Scaling boots-on-the-ground advocacy solely through volunteer efforts highlighted that training and toolkits aren’t enough; we need long-term support structures and systemic policy backing.
Where we go from here
It’s not all doom and gloom. We had a couple of notable wins, but it is important to note that business owners aren’t villains. They’re pragmatic operators navigating tough economics.
To drive lasting change, environmental campaigns must bridge the gap between sustainability and financial viability.
- Shift the consumer mindset: Real change happens when patrons normalise bringing their own containers, relieving pressure on local vendors. While at the same time acknowledging that this challenge requires systemic change because the burden of responsibility should not be on consumers alone. For that reason, we also require;
- Policies and Global Action: We need local governments to implement stricter single-use plastics regulations such as subsidies for reusable alternatives. This must be aligned with a strong, legally binding UN Global Plastics Treaty to cap plastic production at the source and level the financial playing field for small businesses.
Grassroots campaigns like genRE aren’t failed experiments; they are essential reality checks. They show us where the friction lies and remind us that saving the planet shouldn’t be a test of endurance for small business owners or tired volunteers. By bridging the gap between local hustle and systemic policy, we aren’t just asking restaurants to change but we’re helping build an economy where choosing reusables is finally the easiest choice to make. The appetite for a cleaner world is there – now it’s time to build a system that feeds it.
