Two years after launching Romania’s Deposit-Return System (DRS), RetuRO SGR has commissioned the first comprehensive socio-economic impact study of this landmark initiative. Conducted by the Academy of Economic Studies in Bucharest, the study offers a comprehensive evaluation of how the DRS is reshaping Romania’s economy, communities, and consumer behaviour.
Gemma Webb, CEO of RetuRO, shares insights on the study’s findings, the system’s growing economic footprint, and the company’s strategic vision for consolidating Romania’s position as a European leader in circular economy practices.
- RetuRO has just released the first comprehensive study on the impact of the Deposit-Return System in Romania. What prompted you to commission this research?
Two years after the launch of the Deposit-Return System (DRS), and as the administrator of Romania’s largest circular economy initiative, we felt a responsibility to commission an independent assessment of its overall impact. The study, conducted by experts from the Academy of Economic Studies in Bucharest, applied a rigorous and objective methodology to provide an authoritative evaluation. While we regularly publish data and report on our progress, an independent academic assessment adds an essential layer of credibility. Traceability, transparency, trust and responsibility are core pillars of the DRS and the values that guide our operations, and this study is a direct expression of those principles.
For the first time, this socio-economic impact study provides a comprehensive and documented view of how the system is reshaping Romania’s economy, communities, and everyday behaviours. It goes beyond collection rates to capture the broader structural effects generated during the system’s first year of full-scale implementation. The DRS was designed to deliver concrete, measurable benefits for Romania, and understanding those benefits is essential, not least for positioning ourselves as a credible partner in the broader European dialogue on the circular economy.
Ultimately, the findings confirm that the DRS has become a national mechanism for systemic transformation — one that is actively shaping Romania’s future.
- What does the study reveal about the current economic impact of the DRS, and how do you expect this contribution to evolve?
The study shows that the DRS is already generating substantial economic value, with an impact on the GDP of nearly 1.5 billion lei in 2024, its first full year of operation, through direct, indirect, and induced effects. But more importantly, it demonstrates that the system is moving beyond its initial operational phase and beginning to function as a stable economic infrastructure, generating wide-ranging benefits that extend across the value chain and are felt throughout the economy.
As the DRS continues to mature, its contribution will grow in both scale and depth. Higher return rates and increasing volumes improve logistical efficiency, support ongoing infrastructure investments, and strengthen recycling flows. This creates a multiplier effect, stimulating both upstream and downstream industries.
Taken together, these outcomes reinforce investor confidence in Romania’s circular economy as a stable environment with clear growth potential.
- How does this translate into tangible economic value, and which sectors are seeing the greatest benefits?
As the study shows, for every leu invested by RetuRO, the system generates more than half that amount in additional value across the economy, with most of this value retained in sectors with strong domestic content.
This perspective reframes the DRS as an economic opportunity and growth driver, not merely an environmental obligation — one that supports job creation, strengthens resilience, and drives growth across interconnected sectors.
Sectors like logistics, recycling and technology have been positively impacted by the DRS.
- One of the study’s most inspiring findings is the emergence of long-term behavioural change across different generations. How is RetuRO fostering this cultural shift toward responsibility and circularity in Romanian society?
What we’re seeing is a real shift in mindset — people are starting to view packaging waste as a valuable resource within a system that feels useful and fair. And the effects go beyond the system itself; there’s a clear spillover into broader behaviours such as more attention to responsible consumption patterns and to recycling.
The DRS is helping to build stable behavioural capital, reshaping habits across all major demographic groups. It serves as an educational tool for families and a source of purpose for seniors. One of its most notable achievements is engaging young people, a demographic often harder to motivate, whose participation in Romania involves a strong sense of identity, that is collecting for recycling has become part of how they define themselves as citizens.
Beyond fostering behavioural change, the DRS demonstrates a broader potential for structural change, acting as an enabler of technological, organizational, and social innovation. It is reshaping how businesses, consumers, and communities engage with the economy.
- What is your strategic vision for RetuRO in 2026, and how do you see the Deposit-Return System evolving in the next two years?
In 2026, our strategic vision is to further consolidate the system as a mature, high-performing national infrastructure, positioning it as a European benchmark through operational excellence, transparency, and strong collaboration with all stakeholders. We want to ensure Romania’s DRS remains solid, reliable, and continues to meet the highest standards.
A major priority will be making participation more accessible for all consumers, including those in rural areas. At the same time, we will continue investing in automation and technology improvements, which will increase efficiency, support growth, and make the system even more user-friendly.
Ultimately, 2026 is about consolidating the progress we’ve made, improving convenience, expanding the system’s reach, and ensuring true circularity.
- What role do you see RetuRO playing in shaping circular economy policy beyond the DRS system?
The socio-economic impact study by the Academy of Economic Studies in Bucharest demonstrates that RetuRO plays a key role in shaping Romania’s broader circular economy, acting as a catalyst for innovation and the transition toward sustainable business models. Through its collection, reward, and traceability mechanisms, the DRS provides companies with the framework to rethink their value chains and move from a “produce–use–dispose” approach to a “produce–use–return–recover” model, while also fostering lasting changes in consumer behaviour.
Across the EU, circular economy policies have become an important governance tool, supporting national and European efforts to advance the green transition while enhancing sustainable growth, competitiveness, and resilience.
The Romanian system has become an important reference point at the European level, thanks to its scale, complexity, and strong performance. Through the extraordinary results achieved in a very short space of time by RetuRO, Romania is becoming a meaningful and credible voice in the EU’s circularity discussions. We have already presented this expertise during a roundtable attended by Romanian members of the European Parliament, demonstrating that Romania can contribute its operational know-how and provide concrete, experience-based guidance to inform Europe-wide circular economy strategies.
