can recycling

  • Phoebe Kelly

75,000 Cans, 1 Million People & Recycling Habits That Made an Infinite Impact in 2025

75,000 Cans, 1 Million People & Recycling Habits That Made an Infinite Impact in 2025 2560 1708 Phoebe Kelly


We can hardly believe the end of 2025 is in sight… and what an incredible year we’ve had at Every Can Counts! Think: an Infinity Room made from recycled cans, a summer filled with festival fields and so many drink cans, a brand-new mascot who literally can’t walk ten feet without causing a scene, and a global study digging into what people really think about recycling.

From iconic installations to muddy fields, we spent the year celebrating the power of the humble aluminium can – and inspiring thousands of people to make their empty cans count!

Here’s a quick look at how we made every can count in 2025…

Our Installations & Exhibitions

Our Infinity Room Lands at at Life Science Centre

Life Science Centre in Newcastle

We kicked off 2025 with a trip up north to launch the Every Can Counts Infinity Room at Life Science Centre in Newcastle-Upon-Tyne.

Made from 1,500 recycled cans and wrapped in 25 square metres of mirrors, this giant walk-in drink transports visitors into a kaleidoscope of infinite floating aluminium cans. Inside, a narrator guides guests through the journey of a drink can, while the mirrored illusion shows everyone the infinite possibilities that come from recycling your empty drink cans.

Read more about the launch here.

They See Me Rollin’ in Preston

To celebrate Earth Day, we partnered with Preston City Council and local artist, Shawn Sharpe, to create a brand-new CANvas design during the Preston Egg Roll! The event saw thousands of locals gather in Avenham Park on Easter Monday to roll their chocolate egg down the hill and enjoy workshops, music, and street theatre.

The CANvas wall – made from over 700 recycled drink cans – was painted live by Shawn Sharpe during the event. The installation aimed to inspire people to take individual action for the environment, no matter how small it may seem – as even small actions like recycling your empty cans add up to make a big difference.

The finished CANvas has now found a permanent home at Lancashire County Council’s new Eco Town environmental education centre in Farington Waste Recovery Park.

Click here to read more about the CANvas.

Our Summer at Events and Festivals

What. A. Summer.

From Latitude and Download Festival to our first appearances at Radio 1’s Big Weekend, LIDO Festival, Victorious Festival, and Radio 2 in the Park, our team of recycling ambassadors were out in force!

We brought the recycling message to 15 events across the UK, reaching more than 1,056,000 attendees. Our ambassadors were on the ground at 12 of these events, completing 7,056 questionnaires with event-goers and collecting over 70,000 empty cans along the way!

We expanded our soapbox fleet too, with Chitty Chitty Can Can now refurbished and motorised!

And, of course, 2025 was the year we introduced Canzee – our iconic mascot who became a fan favourite everywhere he went.

Want the full lowdown? Read our summer round-up blog here.

On-The-Ground Insights

Throughout the year, our ambassadors collected on-the-ground data about recycling attitudes across the UK by inviting members of the public to complete our recycling questionnaire.

In total:

  • 7,056 questionnaires were completed.
  • 97% of respondents said they’d learned something new about can recycling after completing our questionnaire!

What People Told Us…

How many times can aluminium be recycled?

  • 63% correctly answered ‘Forever’
  • 16% said 100 times
  • 12% said 5 times
  • 9% said 1,000 times

Where are more can recycling points needed?

  • On the street – 59%
  • Beaches & green spaces – 59%
  • Shopping centres – 55%
  • Music & sports events – 49%
  • Universities & schools – 47%
  • Petrol stations & transport hubs – 46%

What would help you to recycle more in your day-to-day-life?

  • 57% said more recyclable packaging
  • 52% said they’d like to see more recycling points
  • 41% said they’d like more incentives (e.g. helping charities, better rewards, discounts etc.)
  • 37% said they’d like more information on how recycling works and why it matters

Brand Partnerships

We teamed up with some incredible drink brands to amplify the recycling message and increase can collection across the UK.

  • We teamed up with Red Bull in Reading city centre during Reading Festival, where anyone who brought us an empty can to recycle could charge their phone for free! We also brought our can cages to Red Bull activations at HYROX Cardiff and Tramlines Festival in Sheffield to help drive drink can recycling in high-energy environments.
  • Most Wanted Wines invited us to Brighton On The Beach and Brighton Pride, where our ambassadors collected empty cans while spreading the recycling message to crowds by the seafront.
  • We joined Singha Beer at 11 Magic of Thailand events across the UK with our iconic Heart Can Cage.

Canzee’s Festival Fame

2025 was also the year Canzee – our googly-eyed, 300-can mascot – became a celebrity!

  • He made his festival debut at Download, where we learned he physically cannot take more than two steps without being swarmed for photos.
  • Greg James, Sara Cox, Jamie Laing and Paddy McGuinness posed with him backstage at BBC Radio 1’s Big Weekend and Radio 2 in the Park!
  • He appeared on the Kids Stage and People’s Lounge Stage at Victorious Festival, and even hyped the crowds at the front of the main stage at Radio 2 in the Park.
  • He starred in his own series across our social media channels – “Canzee’s Fanzees”. The Canzee fandom? Very real.

A Recycling Survey Gone Global

To gain a deeper understanding of people’s recycling habits, we surveyed 16,000 people across 16 countries — analysing habits, knowledge gaps, and the generational divide in support for recycling schemes.

Our global study reveals a disconnect: people care deeply about the planet, but many are unsure whether current systems actually work. Younger generations, in particular, are calling for solutions that they can trust, understand, and see real, tangible results from. We delve into what drives this mindset and explore how making recycling more engaging and better understood can help close this engagement gap.

Click here to learn more!

Our 2025 Recycling Superheroes

This year’s Green Can Awards went to two brilliant winners:

Their commitment to sustainability continues to inspire us and their communities.

Think you could be next year’s winner? Apply on our website today!   

2026… We’re Ready!

Thank you to everyone who chatted with us, recycled with us and helped us spread the recycling message in 2025!

We’re working on exciting plans for next year and can’t wait to be back out there inspiring people to make their cans count.

Let’s make 2026 another year where we move closer to a 100% recycling rate for drink cans.

Stay tuned and remember to keep recycling your empty drink cans!

  • Phoebe Kelly

The Gen Z Paradox: Why the Climate Generation Is Less Excited About Recycling Schemes

The Gen Z Paradox: Why the Climate Generation Is Less Excited About Recycling Schemes 2560 1708 Phoebe Kelly

At Every Can Counts, we’re always looking for new ways to educate and inspire people to recycle their empty drink cans. So, to gain a better understanding of people’s recycling habits, both in the UK and worldwide, we commissioned one of our largest global studies to date.

More than 16,000 people across 16 countries participated, providing us with a deep dive into everything from everyday recycling habits to people’s knowledge of aluminium drink can recycling and perceptions of circular packaging. Most importantly, this study uncovers a generational divide in support for recycling schemes, allowing us to take a deeper look into what motivates people to recycle more and identify any potential barriers that are hindering their efforts.

A Surprising Generational Divide in Recycling Support

They’re leading climate strikes and calling out corporate greenwashing – yet only 59% of Gen Z (16-28s) support a Deposit Return Scheme (DRS) in the UK.

That’s significantly lower than older generations:

  • 66% of Millennials (29-44s)
  • 75% of Gen X (45-60s)
  • 77% of Boomers (61-74s)

These stats challenge the assumption that the “climate generation” automatically backs every recycling solution. Instead, the data suggests something else: Gen Z cares deeply about the planet and is vocal about sustainability, but they’re not convinced that current systems deliver genuine, visible impact.

However, only 29% of Gen Z say they actually understand how a DRS works (the lowest of all the surveyed age groups). It seems that the issue is not so much a lack of interest, but instead an awareness and engagement gap amongst our younger generation.

With the UK’s national DRS launching in 2027, closing this gap is essential. A deposit return scheme only succeeds when the public understands it and engages from day one.

Recycling In Style For World Environment Day At Mighty Hoopla

What Even Is a Deposit Return Scheme?

A quick refresher: As of 2027, consumers in the UK will be required to pay a small, refundable deposit on drink containers. When you return an empty drink can or PET plastic bottle, you’ll get your money back. The goal is simple: boost recycling rates, cut waste, and help to create a closed-loop recycling system by keeping endlessly recyclable materials (like aluminium) in constant use.

Nationally, seven in ten Brits support the idea, but fewer than half say they understand how it works. Awareness is lagging behind support, particularly amongst younger people.

Closing the Gap Before the UK’s DRS Launches in 2027

Chris Latham-Warde, Programme Manager at Every Can Counts, summarises the challenge perfectly:

“Young people care deeply about the planet, but our results suggest Gen Z are less informed about how deposit return schemes work — and this could have a negative impact on recycling behaviours. Ahead of the UK’s Deposit Return Scheme launching in 2027, it is important to close this awareness gap so that the public engages from day 1.”

This is exactly where education, creative engagement, and clear communication will be crucial — especially for younger audiences.

Misunderstanding Circular Economy: Where Gen Z Falls Behind

Gen Z are happy to embrace the language of sustainability, but our latest research shows confusion around what certain terms actually mean.

  • Only 44% of Gen Z correctly associate ‘circular packaging‘ as items being recycled into the same type of product repeatedly (the lowest of any age group).
  • Meanwhile, only 50% of Gen Z define ‘recyclable packaging‘ as being designed for circularity (compared with 56% of Boomers)

This misunderstanding affects how people judge packaging — and which materials they see as “the sustainable choice.”

Aluminium Cans & Packaging ‘Designed for Circularity’

Despite being the world’s most recycled beverage container, aluminium cans are underestimated by both the younger and older generations across the UK.

  • Only 20% of people overall pick cans as the most recyclable packaging.
  • Meanwhile, 41% of Gen Z believe plastic bottles are more recyclable.

That means a huge opportunity: educating consumers about the huge environmental benefits of drink can recycling and highlighting the circular credentials of the humble can.

In case you needed a quick reminder:

  • Your drink can is made from aluminium, which can be recycled time and time again with no loss of material quality.
  • Recycling aluminium uses 95% less energy compared to making it new from raw materials.
  • Your recycled can could be back on the shop shelf as a brand-new can in as little as 60 days.
Every Can Counts Anniversary Giveaway

So, Who is Responsible for Recycling?

Gen Z demands high environmental standards from brands – 74% think companies should be required to use fully recyclable or recycled materials – yet they’re much less likely to say brands are responsible for drink can recycling, with only 39% of Gen Z assigning responsibility to brands.

Gen Z are also the least likely to say consumers hold responsibility (49%), compared to 72% of Gen X and 70% of Boomers.

Instead, 45% of Gen Z places responsibility on the government, nearly double that of the Boomers (26%).
This paints a clear picture: younger people see systemic solutions as the answer — not individual behaviour alone.

It Has to Be Easy. It Has to Be Fun.

If one thing has emerged from the findings of our survey, it’s this: recycling isn’t just about where to place your empty packaging; it’s about education and engagement.

The research highlights exactly what people need to feel motivated:

  • 64% of people across all age groups say they would recycle more if the process were fun or interactive.
  • 80% say they would recycle more if they better understood the environmental impacts of recycling.
  • 38% say they would recycle more if it were easier (i.e. more bins, easier collection, etc.)

That’s why, at Every Can Counts, we focus on making recycling experiences enjoyable and educational. From festival activations to art installations in city centres, we show people how their small actions (like recycling their empty drink cans) can add up to make a huge difference.

Every Can Counts Download Festival

So… What’s The Next Step?

If we want higher recycling rates across the UK, we need to make it:

  • Easy (more bins, more return points, clearer systems)
  • Fun (interactive and gamified recycling, instant rewards)
  • Understandable (simple explanations about why it’s important to recycle in the first place)

With a new year on the horizon, we’re aiming to make 2026 bigger and better than ever by engaging with all generations and showing them that together, we CAN make a difference.

So get ready for another year of recycling fun and help us achieve our goal of a 100% recycling rate for drink cans!

Interested in the Data?

Click here to take a deep-dive into the study, Global Recycling Habits and Attitudes 2025, commissioned by Every Can Counts.

  • Phoebe Kelly

Recycling On Tour: Our Summer at Events and Festivals

Recycling On Tour: Our Summer at Events and Festivals 2560 1378 Phoebe Kelly

This summer, we made festival season greener than ever! Our team of recycling ambassadors hit the road with a mission: to show you that your small actions (like recycling your drink cans) add up to make a huge difference! And the results speak for themselves – together, we recycled more than 75,000 aluminium cans at some of the UK’s biggest music events.

Taking Recycling on Tour

From Latitude and Download Festival, to our debut appearances at Radio 1’s Big Weekend, LIDO Festival, Victorious, and Radio 2 in the Park, our passionate team of ambassadors was out in force throughout the summer.

Armed with our iconic can-shaped recycling backpacks, our team aimed to make recycling easy and fun for thousands of festival goers. Our can cage installations and voting bins also provided a powerful visual reminder for everyone to recycle their empty cans responsibly.

This summer also saw us team up with amazing brand partners like Most Wanted Wines and Red Bull, helping us to reach even more people and spread the message about the importance of recycling drink cans.

Meet Canzee: Our New Recycling Icon

But festivals aren’t just about recycling; they’re about creating unforgettable memories too. That’s where Canzee – our mascot made from 400 recycled cans – came in. Canzee entertained crowds, posed for endless selfies, and even joined performers on stage. He became a firm fan favourite and a true festival icon!

Rewards for Recycling

We also love rewarding people for making the right choice. At Download Festival, fans who filled a bag with empty cans were treated to free Download-themed goodies, including branded T-shirts and keyrings. It’s our simple way of saying thanks for recycling and showing you the true value of recycling your empty cans!

Campsite Chats

Beyond the music and celebrations, our mission is to promote behaviour change and ensure that drink can recycling becomes second nature, no matter where you are! This summer, we collected over 7,000 survey responses, with festival goers telling us they want more recycling points in places like beaches, streets, and shopping centres. Over half (51%) said they’d recycle more outside the home if facilities were easier to find.

A Step Towards a 100% Recycling Rate

Our programme manager, Chris Latham-Warde, said:

“It’s been another incredible summer working alongside leading festivals, event organisers, and our drinks brand partners across the UK and Ireland to highlight the value of recycling.

“With the energy of festival goers and the commitment of our ambassador team, we’ve collected and recycled more than 75,000 cans nationwide, while also encouraging thousands of people to embrace recycling as part of their everyday routine.

“Each can that’s recycled can be back on shelves in as little as 60 days and by working together, we can enjoy more planet-friendly festivals and move closer to achieving our ambition of a 100% recycling rate for drink cans.”

Feeling Inspired? Here’s How You Can Keep Making Every Can Count All Year Long!

If you spotted the Every Can Counts team at a festival this summer and feel inspired to do your bit, here are some simple ways to keep the eco-friendly festival spirit alive all year round:

  • Recycle on the go: Always pop your empty drink cans into a recycling bin. If you can’t find one, hold on to them until you do – or take them home to recycle.
  • Be prepared outdoors: Heading to a picnic, beach, or campsite? Bring bags so you can separate your recycling from your general waste.
  • Start recycling at work or in your community: If your workplace, school, or organisation doesn’t yet recycle drink cans, we can help! Order a free Every Can Counts starter pack and set up a collection point.
  • Spread the word: Remember, aluminium recycles forever. A drink can you recycle today could be back on the shelf in just 60 days. Share the message with friends and family and encourage them to recycle their cans wherever they are.

Together, we can turn small everyday actions into big change. A huge thank you to everyone who joined us this summer!

  • Phoebe Kelly

Link19 College Wins Big for Sustainability with Green Can Award

Link19 College Wins Big for Sustainability with Green Can Award 2560 1704 Phoebe Kelly

LINK19 College in Gravesend, Kent, has been recognised for its commitment to recycling and sustainability with a Green Can Award!  

The college, which has a total of 40 learners, has taken steps to improve its recycling practices and raise awareness of the importance of protecting the planet, including the installation of dedicated aluminium recycling bins for learners and staff.

Using these bins, LINK19 has collected over 500kg of aluminium cans in the last year, which were sent to the Rochester branch of European Metal Recycling, generating £465 in total.

LINK19 has reinvested these funds into the college and other community causes, including purchasing PPE to support the work of Gravesham Street Champions and Surfers Against Sewage, other organisations working to protect the planet. The college has also installed vegetable planters to allow learners to start their own growth projects.

In addition to receiving an award, LINK19 learners will also be rewarded with a workshop led by social enterprise, Casting Innovations, during which they will learn about the infinite recyclability of aluminium, as well as the melting process, with learners making their own individually designed keyring from recycled aluminium.  

Alongside their work at the college, many of LINK19’s learners are involved in community clean-up programmes through the Street Champions initiative, which brings volunteers together to enhance the local environment in Gravesham.   

Maria Barry, Assistant Lead at LINK19 College, said: “I’m so proud of our learners and staff for going above and beyond their academic studies to make a difference to the local community and our planet and earning this recognition from Every Can Counts.    

“The dedication they’ve shown over the last 12 months is amazing and I know they’ll continue to build on their efforts, helping our college to do bigger and better things to care for the environment.”

Chris Latham-Warde, Programme Manager at Every Can Counts, added: “The learners and staff at LINK19 College are an inspiration and are thoroughly deserving of our Green Can Award.  

“Their recycling efforts are a brilliant example of how local action can make a significant environmental impact thanks to the endless recyclability of aluminium.

“We can’t wait to see what the college does next and hope that they inspire other communities across the UK to take action – because every can, and every effort, counts.”  

Learn more

The Green Can Awards is a national recycling award designed to recognise the businesses, organisations and people that are going above and beyond when it comes to drink can recycling. Any business, organisation or individual (based in the UK or Ireland) whose activities have promoted can recycling and/or demonstrably increased recycling rates can apply.

Whether it’s setting up new recycling points, running workplace awareness events, recruiting a recycling champion or collecting cans for a charitable cause – however you’ve made your cans count, we want to hear about it!

If you think you’ve got what it takes to be our next winner, click here to apply.

  • Phoebe Kelly

Community Group in Essex Recognised with Green Can Award After Recycling 1.5 Million Cans

Community Group in Essex Recognised with Green Can Award After Recycling 1.5 Million Cans 2560 1704 Phoebe Kelly

A community group in North East Essex has been recognised with a Green Can Award after recycling over 1.5 million aluminium cans since 2019.

The Essex-based community group – Every Can Counts Supporting The Welfare Park Parkeston – has members ranging from seven to 80 years old, and brings together local residents, pubs, clubs, and litter pickers to collect and recycle used drink cans across the Tendring area of North East Essex.

To make recycling more accessible, Every Can Counts Supporting The Welfare Park Parkeston has also installed 16 recycling collection bins across North East Essex, allowing even more locals to get involved in their sustainability efforts.

The group has recycled over 1.5 million cans since 2019, an average of 250,000 per year. This equates to £3,750, all of which has been invested into The Welfare Park in Parkeston, a safe space and play area for children of all ages and physical abilities.

Money raised by recycling the cans is put towards the yearly insurance and inspection costs of the park, which is entirely volunteer run and funded and also hosts local events such as summer fetes, as well as being home to play and gym equipment.

Click here to learn more about The Welfare Park Parkeston and the incredible work that they get up to.

Janette Allan, leader of Every Can Counts Supporting The Welfare Park Parkeston, said: “This award is a great acknowledgement of all the hard work our brilliant volunteers put into recycling aluminium cans in our local area. We’re incredibly proud of our efforts and know that collecting over 1.5 million used cans is a real achievement, so to be recognised by Every Can Counts is the icing on the cake.

“Our members are very passionate about protecting the planet and our local area as well as looking after The Welfare Park, a space at the centre of our community. We’re excited to see where our recycling journey leads next!”

Bill Davidson, Chairman of the Welfare Park Committee, said: “The Welfare Park recycling initiative started in my back garden in June 2014 and has grown into a thriving initiative since then, supporting our precious Welfare Park while also ensuring used cans are disposed of correctly.

“Over the past 11 years, our project has become a beacon of sustainability across Parkeston, Harwich, Oakley, and even further afield, with people from as far as London contributing their cans to support the park.

“I’m really proud of our achievements and I’m incredibly grateful for the support of Every Can Counts, alongside each and every one of our volunteers who really do go the extra mile and make all the difference.”

Chris Latham-Warde, Programme Manager at Every Can Counts, added: “The team behind the Welfare Park community can collection are an inspiration and are thoroughly deserving of our Green Can Award.

“Their initiative is a brilliant example of how local action can make a significant environmental impact – thanks to aluminium’s high value and infinite recyclability – while also raising money for a cause close to home.

“We can’t wait to see the team continue to make a difference this year and we hope they inspire others across the UK to set-up community-based recycling initiatives of their own.”

Learn more

The Green Can Awards is a national recycling award designed to recognise the businesses, organisations and people that are going above and beyond when it comes to drink can recycling. Any business, organisation or individual (based in the UK or Ireland) whose activities have promoted can recycling and/or demonstrably increased recycling rates can apply.

Whether it’s setting up new recycling points, running workplace awareness events, recruiting a recycling champion or collecting cans for a charitable cause – however you’ve made your cans count, we want to hear about it!

If you think you’ve got what it takes to be our next winner, click here to apply.

  • ChrisUK

Fried, Scrambled or Rolled: Celebrating Earth Day at the Preston Egg Roll

Fried, Scrambled or Rolled: Celebrating Earth Day at the Preston Egg Roll 2560 1707 ChrisUK

Grafitti, egg rolling, and a googly-eyed mascot made of cans? Sounds like the perfect way to celebrate Earth Day with Every Can Counts!

To celebrate Earth Day, we partnered with Preston City Council and local artist, Shawn Sharpe, to bring you a brand-new CANvas design during the Preston Egg Roll! The event saw thousands of locals gather in Avenham Park on Easter Monday to roll their chocolate egg down the hill and enjoy workshops, music, and street theatre.

Made up of over 700 recycled drink cans, the latest #EveryCanCounts CANvas aims to raise awareness around the importance of recycling and encourage people to recycle their drink cans at events like the Preston Egg Roll and beyond.

Shawn, who is well known for his mural artworks around the North West, live-painted the CANvas with a bespoke Earth Day design which depicts a pair of hands holding a smiling planet to demonstrate that every action to protect the environment goes a long way.

A team of recycling ambassadors were at the event, collecting used drink cans in their recycling backpacks and engaging with members of the public to spread their message about the benefits of recycling. Canzee, our recently updated canny mascot made from 300 recycled drink cans, also captured the attention of the crowds at the Preston Egg Roll. His role was simple: to remind everyone that every can really does count and to show the public the fun side of drink can recycling!

At the end of Earth Day, the ‘CANvas’ installation will be transferred to its permanent location at Eco Town, an interactive educational experience at Farington Waste Recovery Park.

Check out our highlights from the Preston Egg Roll here:

Chris Latham-Warde, programme manager for Every Can Counts, said: “It was great to make an appearance at the popular Preston Egg Roll with our ‘CANvas’ installation designed by the brilliant Shawn Sharpe.

“The event was not only a great way to celebrate Easter but also to mark Earth Day, which is all about encouraging worldwide action to help benefit the environment and preserve the planet.

“Aluminum, including drink cans and the foil wrapper from Easter eggs, is infinitely recyclable so it’s important to dispose of it properly this Eastertime and beyond!

“What’s more, every empty drink can could also be recycled and back on a shop shelf as a brand-new can in just 60 days. So, every action, no matter how small, really does add up to help make a big difference.”

Shawn, who also runs mural workshops for children and adults in Preston, said: “It has been interesting because I don’t get nervous when I paint…but because it is my first live painting in Preston, I didn’t really know what the response from the public was going to be like. [They have been] really engaging, humbling, and it’s nice to see that a lot of people know what’s happening within the City.”

You can learn more about Shawn’s work on his Facebook page.

  

Life Science Centre in Newcastle
  • Phoebe Kelly

Discover the Infinite Impact of Recycling at the Life Science Centre in Newcastle

Discover the Infinite Impact of Recycling at the Life Science Centre in Newcastle 2560 1656 Phoebe Kelly

The #EveryCanCounts Infinity Room has arrived at Life Science Centre, a dynamic science hub in Newcastle upon Tyne.

How the Infinity Room Illustrates the Infinite Recyclability of Aluminium

The installation aims to teach all ages about the importance of recycling drink cans, as well as illustrating the infinite recyclability of aluminium.

The focal point is a giant drink can and those who step inside will find themselves in a mirrored room that creates an illusion of being surrounded by an infinite number of suspended aluminium cans. At the same time, a narrator will take them on an educational journey through aluminium can recycling and its environmental benefits.

Chris Latham-Warde, Programme Manager at Every Can Counts, added: “We’re delighted to bring our Infinity Room to Newcastle’s Life Science Centre following its success in other locations across the UK over the last few years.

“The aim of the exhibit is to raise awareness of the infinite recyclability of aluminium in a visual and interactive way. Every empty can could be recycled and back on a shop shelf as a brand-new can in just 60 days and each of us can play a vital role in keeping the cycle going to benefit the environment.

“With the exhibit on display until October this year, we hope that visitors to Life Science Centre are left feeling inspired to make small changes to their recycling habits and will encourage their friends and family to do the same.”

The Importance of Recycling in Newcastle

New research from Every Can Counts into the recycling habits of those in Newcastle found on average, people enjoy four canned drinks per week.

Respondents said they recycled 80% of these cans on average, with just over half (53%) saying they always use recycling bins when out and about in public places. Only a quarter (25%) of those living in Newcastle would take packaging home to recycle it if they couldn’t find a recycle bin.

Newcastle residents cited more recycling bins (59%), clearer signage on recycling bins (36%), and more recyclable packaging (33%) as the top three things which would encourage them to recycle more when out of their home.

Furthermore, 90% think that there should be better recycling facilities in places like public parks and 84% think more should be done to educate young people about the importance of recycling.

Share Your Experience: How to Get Involved with Every Can Counts

Made up of 1,500 recycled cans and 25 square metres of mirrors, the Infinity Room makes for a visual spectacle and visitors can share their own photos and videos of the Infinity Room on social media by tagging us on Facebook and Instagram or by using the hashtag, #EveryCanCounts.

Open Monday to Friday from 10am – 3pm, visitors can explore the Infinity Room at Life Science Centre until the end of October. More information can be found by clicking here.

A standard ticket will provide access to the Infinity Room, with prices ranging from:

  • Adult (age 18 or over) – £14.25
  • Adult concession (age 65 or over, student, or unemployed) – £13.25
  • Child (age three or over) – £10.50
Every Can Counts Event
  • Phoebe Kelly

How We Made 2024 the Year to Recycle Cans Wherever You Are

How We Made 2024 the Year to Recycle Cans Wherever You Are 2560 1440 Phoebe Kelly

Every year we find new ways to inspire you to recycle your empty drink cans. And 2024 shaped up to be bigger and better than ever!

From vibrant, eye-catching installations in bustling city centres to an adrenaline-fueled podium finish at the Red Bull Soapbox Race, we ensured that drink can recycling took centre stage throughout 2024. Our mission was clear: raise awareness about the power of drink can recycling and inspire positive behaviour change across the country.

Let’s take a look at what we did to make every can count in 2024…

Our Installations & Exhibitions

The Infinity Room Goes Xploring…

We went to infinity and beyond in January when our #EveryCanCounts ‘Infinity Room’ landed at Xplore! Science Discovery Centre in Wrexham.

Made up of 1,500 recycled cans and 25 square metres of mirrors, the focal point is a giant drink can and those who step inside will find themselves in a mirrored room that creates the illusion of being surrounded by an infinite number of suspended aluminium cans. At the same time, a narrator takes people on an educational journey through aluminium can recycling and its environmental benefits.

A CAN-tastic Earth Day in Leeds

In April, we unveiled a giant rainbow installation outside of Leeds Station to commemorate Earth Day! Made from over 2,500 recycled cans, our Rainbow installation acted as a reminder that your small actions CAN make a big impact on our planet. By recycling just one aluminium drink you could save enough energy to power your laptop for 4 hours. So for #EarthDay 2024 we wanted to remind you that although your drink can is small, your actions really add up to paint a bigger picture… much like the 2,500 drink cans which make up our colourful archway!

Read more about the Rainbow’s exhibition in Leeds here!

A Giant Polar Bear Prowled Bristol City Centre

As part of our fourth annual International Recycling Tour, a giant polar bear installation made of recycled aluminium cans appeared on Bristol’s Centre Promenade on June 5th to mark World Environment Day!

Made from 2,000 cans, the PixelCan artwork was created to shine a light on species which are currently endangered or vulnerable due to ecosystem degradation.

Alongside the stunning art piece, our dedicated ambassadors were also at the promenade, embodying our mission to promote the recycling of drink cans consumed outside the home and inviting the public to recycle their empty cans on the go.

Read more about the 2024 instalment of the International Recycling Tour here.

Our Summer at Events and Festivals

From the thrills of the Red Bull Soapbox Race to the rock anthems of Download Festival and 2000trees, a total of 62 recycling ambassadors hit the road this summer to spread the Every Can Counts message at festivals and events across the UK. And this summer we helped festival goers across the UK and Ireland recycle over 100,000 cans – a 59% year-on-year increase!

We pulled out all the stops to engage attendees with our fun and educational activities, including drink can collections in our iconic recycling backpacks, cage installations, festival-themed “voting bins” and offering rewards for recycling drink cans at Download Festival, Latitude Festival and Electric Picnic.

Want to learn more about our summer? Click here to read our dedicated blog post!

Infinite Possibilities in London’s Piccadilly Circus

It wouldn’t be Recycle Week without some Every Can Counts magic! And this year we brought a brand new installation to Piccadilly Circus to mark the occasion.

The Infinity Sculpture, made from more than 1,200 recycled drink cans, was created to illustrate the life cycle of a drink can and show that aluminium can be recycled time and time again. Alongside the unveiling of our new sculpture, our ‘canny mascot’- adorned head to toe in more than 300 recycled drink cans – captured the attention of passers-by, while our recycling ambassadors helped us to spread the recycling message throughout the day.

Learn more about our brand new installation.

Celebrating 15 Years of Every Can Counts

Back in September, we celebrated 15 years of Every Can Counts!

We were first established in Birmingham as a workplace recycling scheme back in 2009 and 15 years later Every Can Counts is now active in 21 countries across the world, including Brazil, the United Arab Emirates, and, most recently, the United States.   

Click here to learn more about our 15th anniversary – from our humble beginnings to our ambitions for the future!

Our 2024 Recycling Superheroes

Every year we celebrate the incredible people and groups across the UK who are going the extra mile to make their empty cans count. In recognition of their sustainability efforts and ongoing commitment to recycling drink cans, we awarded our Green Can Award to the Aluminium Can Recyclers for Hampshire and Isle of Wight Air Ambulance and Recycle For Kicks Count.

Think you’ve got what it takes to be a Green Can Award winner? Apply on our website today!   

It’s a Highland Cow!

On a chilly weekday in November, we unveiled a brand new PixelCan design in collaboration with Keep Scotland Beautiful and the University of Strathclyde as part of No Lectures: Sort It, Recycle It.

Students voted for their favourite artwork via an in-person vote at the university in October and a poll on Instagram. After deciding on the design of a colourful Highland Cow, around 2,000 cans were used to create the piece of artwork at Rottenrow Gardens on Wednesday 20 November. Students and members of the public then helped us paint and build our new art installation, displayed in Glasgow’s Rottenrow Gardens to raise awareness about the importance of recycling your empty drink cans.

2025… We’re Ready!

As the new year rolls around, we’re now looking ahead to 2025 where we’ve got even more exciting campaigns, partnerships, and initiatives on the horizon. So get ready for another year of recycling fun and together we can take the next steps in our journey towards a 100% recycling rate for drink cans!

Make sure to follow us on social media for updates on our latest activities as the year unfolds!

Celebrating 15 years of drink can recycling
  • Phoebe Kelly

Celebrating 15 Years of Drink Can Recycling with Every Can Counts

Celebrating 15 Years of Drink Can Recycling with Every Can Counts 2560 1707 Phoebe Kelly

Have you heard the news? We’re celebrating our 15th anniversary, which means 15 years of drink can recycling fun with Every Can Counts!

Established in Birmingham as a workplace recycling scheme back in 2009, Every Can Counts is now active in 21 countries across the world, including Brazil, the United Arab Emirates, and, most recently, the United States.    

27 ECC representatives from across the globe met in Prague ahead of the European Aluminium Packaging & Recycling Seminar to mark the milestone. The celebrations were accompanied by a meeting where representatives from each region shared local success stories, and the group discussed the next steps in the development of the programme’s global strategy.

Humble Beginnings

15 years ago the Aluminium Packaging Recycling Organisation (Alupro) identified that many workplaces didn’t have the infrastructure for employees to recycle their drink cans. So, they launched an innovative workplace recycling scheme to help local businesses recycle drink cans consumed away from home. It was called “Every Can Counts.”

Over the years, ECC has widened its focus to target and engage consumers beyond the workplace, encouraging people to recycle their empty cans wherever they are. When it started life, 54% of the UK’s aluminium drink cans were recycled and, since then, this has grown to 81%.

Through a range of creative partnerships and activations, ECC works to communicate the benefits of can recycling and improve out of home recycling facilities, with more than 19,000 of its drink can collection boxes distributed across the country since the programme was founded.  

A Spotlight on our Achievements

Festivals, Events & Brand Partnerships

From our first festival appearance in 2010 to placing third in this year’s Red Bull Soapbox Race, we have taken our recycling message to over 150 festivals, brand and sports events. We have also directly partnered with 14 prominent drink brands, most recently launching a partnership with Molson Coors Beverage Company at the start of 2024.   

Art Installations & Campaigns

Our annual International Recycling Tour – first launched in 2020 – has also worked to bring recycling to the forefront, with a different sustainability theme each year and a unique PixelCan artwork made from 2,000 recycled cans.  

Green Can Awards

Along the way, the programme has also awarded 30 of its Green Can Awards to the businesses, organisations, and individuals going above and beyond within their communities when it comes to can recycling. Winners include the Crewe Clean Team, who have recycled over 200,000 used drink cans over the last decade.  

With the support of ECC, 50 community groups in the UK have established can recycling collections in their local area, using this activity to inspire further positive change. For example, Cans4City has raised over £15,400 for Exeter City Community Trust by collecting more than 19 tonnes of drink cans.

Chris Latham-Warde, Programme Manager at Every Can Counts, said: “Since Every Can Counts was founded, the recycling rate for aluminium drink cans in the UK has increased by an impressive 27%. We’re incredibly proud of our contribution to this movement, beating the drum about the importance of recycling used drink cans and inspiring positive behaviour change.

“We’ve come a long way from humble beginnings in Birmingham to evolving into a global programme with an ever-growing team working hard to spread our message – including that every can recycled can be back on the shelf in 60 days and recycled time and time again.  

“We can’t wait to see what the next 15 years have in store for us as we continue to inspire and empower individuals to recycle.”

So…What’s Next?

As the story of Every Can Counts continues, we’re excited to inspire change, drive innovation, and promote closed-loop recycling. Recycling aluminium uses 95% less energy than producing new cans from raw materials, so when you recycle, you’re not just saving energy and resources—you’re embarking with us on a journey that lasts forever. Here’s to the next 15 years and counting!

How to Get Involved

  1. Recycle your drink cans while you’re out and about. If there is no recycling bin around, hold on to your cans until you find one, or take them home and recycle them there.
  2. If you’re camping or picnicking in the great outdoors, bring some bags with you so you can separate your recycling from your general waste.  
  3. If you work or volunteer at an organisation with no drink can recycling facilities in place, we can help you do something about it! Set up a can collection point by requesting a free Every Can Counts starter pack here.
  4. Help us spread the Every Can Counts message! Remember that aluminium recycles forever, and drink cans have the potential to go around the recycling loop in just 60 days. Help us get the word out there to those who don’t know and encourage everyone to recycle their cans on-the-go!
2019 Recycling Cages at The Boat Race
  • Phoebe Kelly

100,000 Cans & Counting: An Every Can Counts Summer

100,000 Cans & Counting: An Every Can Counts Summer 2560 1920 Phoebe Kelly

29 days , 62 recycling ambassadors and over 100,000 drink cans collected for recycling… Our summer of events has officially come to an end for another year!

And this summer, we’ve helped festival goers across the UK and Ireland recycle over 100,000 cans – a 59% year on year increase – while spreading the word about the importance of recycling.

Festival Fun: Recycling on the Go

Outdoor events and festivals are synonymous with summer, and this year, we made sure that Every Can Counts was at the heart of the action. We partnered with several major events and festivals to help spread the recycling message far and wide. Here are some highlights from each event:

The International Recycling Tour: Bristol City Centre

Our summer kicked off with the fourth installation of our International Recycling Tour, where we brought a giant polar bear installation made of recycled aluminium cans to mark World Environment Day.

Alongside the PixelCan, our dedicated ambassadors were also at the promenade, embodying our mission to promote the recycling of drink cans consumed outside the home and inviting the public to recycle their empty cans on the go.

Click here to learn more about the PixelCan installation which appeared in Bristol.

Download Festival

We then headed to Donnington Park to spread the recycling message with one of our favourite crowds at Download Festival!

Our recycling ambassadors engaged with more than 2500 people, while festival-goers recycled over 30,000 cans in exchange for our #EveryCanCounts rewards, including our iconic ‘Metal Never Dies’ t-shirts and our Download keyrings made from recycled aluminium. And let’s not forget that thousands more cans were recycled in our voting bins and can-shaped backpacks!

The Red Bull Soapbox Race

We entered the #RedBullSoapboxRace to raise awareness about the importance of recycling drink cans… but we never imagined we’d end up on the podium! At this year’s Red Bull Soapbox Race in London, we placed third, beating 55 other teams with our aptly named Chitty Chitty Can Can to claim the bronze medal.

Our soapbox, our costumes and even our dance routine aimed to inspire people with the magic of can recycling, and we were blown away by the reception we received from the crowds at Ally Pally!

Click here to learn more about our journey to the podium at the soapbox race.

Stendhal Festival

Our team of recycling ambassadors returned to Stendhal Festival in Limavady, Northern Ireland. They brought their enthusiasm to the festival grounds as they interacted with attendees while carrying their iconic recycling backpacks and sparking meaningful conversations about the importance of recycling. We also brought our ‘I Heart Recycling’ can cages to the festival, providing a powerful visual reminder for everyone to responsibly recycle their empty cans.

2000trees

We returned to 2000Trees in July where everyone continued to show us their commitment to recycling by consistently filling our can cages throughout the festival! Over 12,000 cans were collected in our ‘I Heart Recycling’ cages and over 500 people took the time to stop and chat with our team of ambassadors who were roaming around the site to spread the Every Can Counts message.

Our recycling rewards were also a huge hit at 2000Trees, as many people rocked their recycling-themed temporary tattoos across the weekend.

Latitude Festival

Not only did we unveil a brand-new set of can cages, but we also brought our canny mascots to life at Latitude 2024! Adorned in over 300 drink cans, our canny mascots made quite the impression as they danced, hugged, and high-fived their way into everybody’s hearts!

An incredible 1500 people took part in our recycling questionnaire, with even more people getting into the recycling spirit and chatting to our team around the festival.

Putting the Fun into Recycling

At each event, our passionate team of recycling ambassadors collected drink cans using a variety of creative and innovative methods including:

  • Recycling rewards—We gave festival-goers at Download, Latitude and Electric Picnic the opportunity to win a special edition t-shirt or a keyring made from recycled aluminium by bringing our recycling ambassadors a bag of cans ready to be recycled!
  • Temporary tattoos – we offered recycling-themed tattoos to all the recycling superheroes at our events!
  • Fun ways to recycle your empty drink cans – we gave people the opportunity to cast a vote for their favourite headliner by recycling their cans in our voting bins. We also brought our iconic ‘I Heart Recycling’ cages to the Soapbox Race, Stendhal and 2000Trees; while the Latitude crowd could recycle their cans in our brand new LATITUDE recycling cages!
  • Our canny mascots – our recycling ambassadors took turns to wander around the site at the Red Bull Soapbox Race and Latitude in an iconic suit made from over 300 cans.
  • Our motorised soapbox – maybe you saw our eye-catching half-can, half-plane aluminium soapbox driving around the campsite villages at Download and Latitude to spread the recycling message!

Our Recycling Questionnaire

In addition to recycling drink cans, the ambassadors also gathered over 6,700 responses for Every Can Counts’ recycling survey, with the results revealing that festival goers would recycle more when they’re away from home if there were more recycling points.

Beaches and green spaces, streets, and shopping centres were named the top locations where people feel more drink can recycling points are needed.

Chris Latham-Warde, Programme Manager at Every Can Counts, said: “It’s been a fantastic summer working with major festivals and event organisers across the UK and Ireland, as well as our drink brand partners, to raise awareness about the importance of recycling.

“Thanks to the enthusiasm of festival goers and our dedicated team of ambassadors, we’ve not only recycled over 100,000 cans across the UK, but also hopefully inspired thousands to make recycling a part of their daily lives.

“Every can that is recycled can be back on the shelf in 60 days and if we work together, we can all enjoy greener festivals while getting closer to our goal of a 100% drink can recycling rate.”

Looking Ahead: Help Us To Keep The Cycle Going

If you came across the Every Can Counts team this summer and are now feeling inspired to make a difference, here’s a reminder of a few things you can do to make your empty cans count:

  1. Recycle your drink cans while you’re out and about. If there is no recycling bin around, hold on to your cans until you find one, or take them home and recycle them there.
  2. If you’re camping or picnicking in the great outdoors, bring some bags with you to separate your recycling from your general waste.  
  3. If you work or volunteer at an organisation without drink can recycling facilities, we can help you do something about it! Request a free Every Can Counts starter pack here to set up a can collection point.
  4. Help us spread the Every Can Counts message! Remember that aluminium recycles forever, and drink cans have the potential to go around the recycling loop in just 60 days. Help us get the word out there to those who don’t know and encourage everyone to recycle their cans on-the-go!

But the fun doesn’t stop here! We have plenty of exciting things planned for the coming months, with more events and initiatives in the pipeline. Together, we can continue to make a difference and make sure that every can really does count.

Thank you to everyone who joined us this summer!

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