The ambition is to make an impact for the environment and sets out in SDG 12, “reduce waste through prevention, reduction, recycling and reuse”. And is therefore based on the most sensible choice looking at the principles in the 3R's;

REDUCE – high quality materials so the products last longer.
REUSE – reusable products. So, they can be used again and again and again.
RECYCLE – product made from recycled materials or suitable for recycling.