This week (5 February), Alupro took to the stage at the Let’s Recycle CommsConf to discuss the pivotal importance of behavioural change initiatives in driving a national uplift in recycling rates. The sell-out event, which took place at the Cavendish Conference Centre in London, brought together industry leaders to share best practice in developing community relationships and enhancing resident engagement.

As part of a keynote double-header, Alupro’s executive director, Tom Giddings, was joined by Chris Latham-Warde, programme manager of Every Can Counts. Together, the pair shared learnings from their latest campaigns, insight gained from a decade spent at the forefront of consumer recycling education, and the tangible impact of the programmes they deliver.

Alongside diving deeper into projects including MetalMatters and the UK Aerosol Recycling Initiative, Giddings shone a spotlight on Alupro’s wider national work to position aluminium at the forefront of the sustainable packaging debate. In addition, he outlined the organisation’s continued efforts to act as the voice of the industry by positively influencing waste management legislation.

Latham-Warde, on the other hand, spoke in detail about the continued work of Every Can Counts in educating consumers about best practice on-the-go recycling. As well as explaining key tactics used to inspire behavioural change, he detailed the results of the programme and its role in driving an uplift in aluminium packaging recycling rates.

Giddings commented: “We’ve learnt a lot from more than a decade of running pioneering public awareness campaigns, as well as working closely with industry and government to drive positive changes in waste management. Being invited to speak, alongside Chris, at this year’s CommsConf, provided the perfect opportunity to showcase the importance of behavioural change initiatives and the results they can achieve.

“We hope attendees found the conference informative and could take away some actionable insights to help further improve national recycling rates.”

Let’s Recycle’s CommsConf 2025 brought together industry leaders and experts from across the waste and recycling sector to delve into comprehensive strategies for enhancing client and resident engagement, developing community relationships, humanising brand messaging and improving the flow of information both internally and externally.

ENDS