The fate of plastics and packaging are intimately connected; plastics revolutionised the world of packaging, and today, packaging is plastics’ biggest market. However, as awareness of plastics’ negative human and environmental impacts grows, policymakers, civil society and industry are seeking alternatives to plastic packaging as a pathway to reducing plastics production, waste and pollution. The shortcomings of recycling, lightweighting and material substitution strategies has turned attention to source reduction strategies up the waste hierarchy. These strategies transform products, business models and supply chains to prevent packaging altogether or accommodate reusable packaging systems. As these are radical changes from business-as-usual, widespread industry uptake has not been forthcoming. This review highlights three categories of current and potential approaches to incentivising businesses to adopt plastic-free packaging systems based on reduction and reuse: persuasion, legislation and enabling measures. Predominant persuasive approaches based on voluntarism are not delivering desired results under current policy settings and could be more successful if combined with legislative reform to level the economic playing field between single-use and reuse. Additionally, enabling measures that fill practical and infrastructural system-level gaps could help to accelerate and coordinate uptake of effective and efficient unpackaged or reusable packaging systems.