How Any Company Can Join the Reuse Economy
- Apr 27
- 4 min read
Written by Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs.
Each year, 300 million shoes end up in American landfills. Unfortunately, many of those shoes could have another life in another country, but many people still don't realize there are ways to live a more sustainable life. That's the reason I recently published a book about the reuse economy, which is also known as the circular economy.
The thought that new is always better and that gently worn or used is not good enough is costing companies and the environment a fortune. "New" is closely tied to corporate manipulation, but people and companies can put an end to it. The reuse economy is where I’ve focused for a long time and have made millions, pairing profit and purpose.
Throwaway culture is baked into so much of society, from fashion to our tech items, which are built with planned obsolescence. However, after years of seeing how much waste can be redirected into the circular economy, I felt it was important to continue informing companies and people about their options. Each one of us can and should take a different path.
What is the reuse economy?
The reuse economy model is founded on the idea of extending the life of products instead of throwing them away. The traditional corporate model is “take-make-waste,” which has made lots of money for corporate shareholders. The reuse economy is a more sustainable circular loop. It seeks to repair, repurpose, resell, and redistribute.
The circular economy crosses industries, including fashion. Reuse works, and I see it every day. Seventy percent of the global population wears gently worn shoes and sneakers. My team and I created a multi-million-dollar business that gets footwear from the U.S. into the hands of small business owners who earn a living by selling that merchandise in developing countries.
Sneakers, for instance, are rotated by runners about every 300-500 miles. Often, they end up in the trash and landfills. But those sneakers have incredible value and a second life in developing nations. I know that our micro-enterprise partners eat and have a roof over their heads because of the gently worn sneakers we ship.
It’s not about donation bins or nonprofits
When people think of reuse or the reuse economy, they often think of nonprofits, charity, and bins. But the reality is very different. The market for it is increasing, and while estimates vary, it's expected to exceed $600 billion in just a few years. What does that mean? It means that it’s an excellent opportunity for entrepreneurs and businesses.
In contrast, in the "take-make-waste" model, companies are subsidizing landfills. Retailers pay for inventory, and fast-fashion brands continually change their inventory nearly monthly. Acquiring, moving, discounting, writing off, and then repeating is a normal feature of the traditional waste model.
All the while, taxpayers fund landfills and services for all of the waste. The environment continues to degrade, worsening the effects of climate change and, again, costing taxpayers so much in increased natural disasters. Still, the second-hand market is growing three times faster than the new product market. In short, consumers want it.
How any company can join the reuse economy
The reuse economy isn’t reserved simply for sustainable start-ups or social enterprises like the ones I own. Any corporation or business can do it. Here are some tips for keeping reuse in mind:
Audit what you throw away. The first step in joining the circular economy is to audit what your company wastes, including electricity, plastics, and other materials.
Review returns and excess inventory. Look to refurbish or upcycle what you have. You can partner with legitimate social enterprises and programs that specialize in reuse.
Design for the reuse economy. Circularity begins at the product stage. Build things to last and market them as a competitive advantage.
Create a take-back or trade-in program. More companies are creating trade-in or repair programs. Incentivize it with store credit.
Tell the story. The reuse economy isn’t about marketing spin, so be real. Be specific about what you do to build trust.
Measure the business metric. Measure your reuse economy efforts and share them with your team and consumers. Information is vital to the effort.
Moving forward in the circular economy
Throwaway culture took generations to create, so it won't be dismantled quickly. Still, the data is clear as the market grows, consumers want to participate and patronize businesses that are part of the reuse economy. What it means is that it's not a trend. It's a structural shift that's transforming business and society.
For decades, I’ve watched companies treat waste money as unavoidable costs. But that's just not accurate, and it's the reason I wrote the book. I wanted to show that anyone and any business can participate in the reuse economy, extending the life of products they own or even redirecting them to others who see the value in those items.
© 2026 Wayne Elsey. All Rights Reserved.
Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs. This social enterprise helps nonprofits, schools, churches, civic groups, individuals, and others raise funds while helping to support micro-enterprise (small business) opportunities in developing nations and the environment.
