Reduce is fine to a point, but populations are increasing faster than any policy of reduction can keep up with. Reuse is scalable, but is being completely ignored in our current disposable consumerism environment.
There is almost no focus on reuse in the US. If you want to get groceries, you don't take a container to fill, you buy your food wastefully prepackaged. Fast food restaurants don't give you a plate and glass, they give you disposable wrapping and a plastic cup. Even clothes are meant to be disposable - most people don't repair their shoes, they just throw them out and buy new ones.
I don't see this mentality changing any time soon, and it's really sad. We should start changing companies for the disposal costs of their products and packaging, rather than hiding the cost in environmental damage.