Our Retail Marketing Consulting Project has once again provided exciting insights: Over the course of a semester, students examined the introduction of the single-use deposit system in Austria and its acceptance across generations, using a mixed-methods approach (face-to-face interviews, observation, and photo safari) to generate insights for Tomra and EWP Recycling Pfand Austria. We are delighted with the feedback from our clients Roman Postl and Monika Fiala, who said that the students had provided valuable starting points for further strategy development. Our thanks go not only to the project group, who presented the findings, but to all students for their commitment this semester.