Earlier this month (July), Alupro launched its impact report for 2025. The Chain Reaction: Turning change into impact presents the latest results from its consumer engagement initiatives and explains how behavioural change is helping to turn everyday actions into lasting legacy.

A key theme of this year’s report was the role of collaboration in driving progress towards achieving a truly circular packaging economy. Indeed, as the packaging sector navigates a complex period of regulatory change, collaboration between government and industry is becoming increasingly critical to bringing together the value chain and driving measurable national change.

According to data presented within the report, the UK collected 150,684 tonnes of aluminium packaging for recycling in 2025, saving 1.3 million tonnes of carbon by using recycled material to make new products. Alupro’s consumer engagement programmes proved instrumental in achieving this volume, by improving consumer education, encouraging best practice and inspiring positive behavioural change.

Its Every Can Counts initiative, for example, was responsible for encouraging 12.5 million consumers to recycle their beverage cans, with the team’s attendance at 15 major festivals helping to spread best practice on-the-go recycling messaging. Teams wearing recycling backpacks at each of these events personally collected more than 70,000 cans, which would otherwise have been landfilled.

A favourite among local authorities, the past 12 months saw Alupro’s MetalMatters campaign rolled out across Somerset and Calderdale, directly communicating with more than 350,000 households with the ambition of delivering positive behavioural change and increasing kerbside collection volumes.

Elsewhere, Alupro’s education campaigns reached 43,000 students (an uplift of 10% compared to 2025) and drove 180,000 visitors to its website, while its ‘Foil in Love with Recycling’ initiative helped to communicate positive sustainability messages to over 112,000 households across Westmorland and Furness.

Delivering upon its role as the voice of the aluminium packaging industry, the Alupro team also attended three parliamentary events, delivered 11 speaking slots, engaged with 1,100 policymakers and helped to achieve £8.1 million in savings through a significant reduction in EPR cost for aluminium packaging. In total, Alupro inspired change through partnerships with 69 different local authorities in 2025.

Finally, its UK Aerosol Recycling Initiative (UKARI) saw four councils collaborate through pilot campaigns and sampling activities, while the wider programme delivered an impressive 24% national increase in aerosol capture rates at the kerbside.

In comment, Tom Giddings, executive director of Alupro, commented: “We’re delighted to launch our latest impact report and provide further insight into the important work that we deliver. It’s important that we target our focus towards the biggest challenges and opportunities that our members are facing. This report is a great way to demonstrate and evaluate the progress we’re making towards achieving ambitious national goals.

“Alongside successfully rolling out behavioural change initiatives across all four corners of the UK, our public affairs work in 2025 saw the aluminium packaging supply chain benefit from more than £8 million in cost savings. This demonstrates the tangible value that we deliver to our members and the positive progress we’re making towards enabling a truly circular packaging economy.”

To read the Alupro Impact Report 2025 click here.

ENDS