In 2024, the UK achieved its second-highest aluminium recycling figures on record. Together we recycled 157,000 tonnes of aluminium packaging more than almost any year before, saved over 1.4 million tonnes of carbon, and inspired millions to take action – turning change into real impact. And the journey doesn’t stop here.
TAKE A look at our All Round Impact
Recycling aluminium isn’t just good for the planet – it’s driving real, lasting change.
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Click the wheel to reveal our 2024 impact results.
From festivals and schools to households and recycling policy, our programmes are the driving force behind lasting change. By inspiring people, collaborating with partners, and making recycling easier for everyone, these initiatives show how we’re turning change into impact at every level.
Consumers Educated
Tonnes recycled (last 4 years)
Every programme contributes to the bigger picture, together they amplify our impact and move us closer to a truly circular future.
Every Can Counts
Our industry-funded programme which inspires, encourages and empowers people to recycle their empty drink cans, wherever they are. It has been adopted in 21 countries globally!
16,000,000
Consumers empowered via print and social media
13
Festivals and events
5
Every Can Counts event installations
750,000
Total event footfall
Metal Matters
An industry-funded behaviour change programme which uses the incredible transformational story of metal recycling to raise the collection rate of metal packaging used within the home. We partner with Local Authorities to deliver MetalMatters.
4
Council campaigns
(Leicestershire, West Devon, Powys and Cherwell)
483,000
Households educated
259
Tonnes of additional metal collected
Education
Our education programmes are designed for pupils between 7 and 16, with tailored resources themed to each cohort. Featuring free teaching resources and competitions that help learners understand how to recycle their packaging and why it’s important!
193,938
Website visitors
39,000
Students reached
Foil in Love with Recycling
This programme partners with Local Authorities to raise the collection rate of aluminium foil from households. It communicates clear instructions about the different types of foil items that can be found at home and how to present them for recycling.
3
Councils partnered (Suffolk, Re3, Dorset)
411,000
Households motivated to ‘Foil in Love with Recycling’
UK Aerosol Recycling Initiative
Alupro leads the UK Aerosol Recycling Initiative, bringing brands, recyclers and manufacturers together to tackle the challenges around aerosol recycling and improve collection rates nationwide.
Public Affairs
As the voice of the aluminium packaging value chain, we ensure that our members are well-represented with governments across the UK. Advocating for fair and effective policy that boosts the aluminium circular economy, we sit on advisory committees and expert panels for government and other stakeholder groups.
1000+
Experts & policy-makers influenced
9
Consultations
14
Speaking slots
Partnerships with Local Authorities
Local authorities are the front line of recycling the UK’s waste. We want to support them and empower residents, through impactful and effective communication tools.
OVER
60
Local Authorities Supported
From inspiring students with engaging educational resources to collaborating with communities through initiatives like MetalMatters, our partnerships create real impact. Together, we’re driving change and making recycling more effective for everyone.
“We can celebrate the headline figures as a positive for waste communication / behavioural change and we can show a measurable improvement in metal recycling off the back of the campaign, which has already paid for itself and though tonnages are relatively small it’s contributing towards our finances, carbon savings and helping us on one last big push towards that stretching statutory (70%) recycling target”
James Thompson,
Powys County Borough Council (MetalMatters campaign)
‘We have had a wonderful experience partnering with Every Can Counts – the team are incredibly helpful, responsive, and enthusiastic, which is just what is needed to create a successful event. Their experience in creating professional social media content boosted the campaigns reach and undoubtedly contributed towards the positive results we have seen post-event. We hope to work with Every Can Counts again in future!’
Ellie Tebbott
Preston City Council (Every Can Counts)
Driving progress together in 2025
In 2025, we’re working hard to expand our programmes, make exciting new partnerships and extend our work into new areas. We want to support our members in new ways, that meet the needs of their businesses.
Get in touch and find out how we can support your business today:
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