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.

  

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!

Giant Polar Bear Installation Prowls Bristol City Centre
  • Phoebe Kelly

Giant Polar Bear Installation Prowls Bristol City Centre

Giant Polar Bear Installation Prowls Bristol City Centre 2560 1703 Phoebe Kelly

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.

Our team of ambassadors worked hard to raise awareness about the importance of recycling drink cans while collecting cans in their recycling backpacks.

The International Recycling Tour

The polar bear installation forms part of the fourth edition of our annual International Recycling Tour, which also launched on World Environment Day following new data revealing that a record 10.7 billion cans were recycled in the UK in 2023.

The tour aims to highlight the importance of drink can recycling in saving valuable resources and mitigating climate change.

This year, the tour has made a bold visual statement with its PixelCan artworks of endangered animals including a sea turtle, tiger, and chimpanzee, alongside the polar bear in Bristol.

Encouraging individuals across the globe to become #GenerationRestoration, the initiative is taking place simultaneously in 16 cities including Belgium, Brazil, the Czech Republic, France, Greece, Hungary, Ireland, Italy, Montenegro, the Netherlands, Poland, Romania, Serbia, Spain, the United Arab Emirates, and the United Kingdom.

Click here to learn more about the International Recycling Tour!  

David Van Heuverswyn, Director of Every Can Counts Global, said: “Our vision is to achieve 100% global drink can recycling! Every can recycled can be back on the shelf in 60 days, and campaigns like the International Recycling Tour bring us one step closer to this vision, demonstrating the power of collective action in creating a truly circular economy for the benefit of both people and nature.

“Here in Bristol, we’re proud to celebrate our tour for the first time with a unique polar bear PixelCan installation to tie into World Environment Day.”

Every Can Counts is a unique partnership formed between drink can manufacturers, drink can fillers and the wider recycling industry, all with the goal of reaching a 100% recycling rate for drink cans.

The programme provides free recycling support to businesses and organisations throughout Ireland and around the globe, reaching 183.5 million people worldwide in 2023 alone and helping recycle over 55 million drink cans through event activations and partnerships.

Record Breaking Recycling in 2023
  • Phoebe Kelly

Record Breaking Recycling in 2023: The Latest Drink Can Recycling Rate

Record Breaking Recycling in 2023: The Latest Drink Can Recycling Rate 2000 1334 Phoebe Kelly

According to new data, a record 10.7 billion cans were recycled in the UK during 2023 – the highest number ever collected and the length of which would reach to the moon and back.

But what does this mean for the drink can recycling rate in the UK?

The Latest Aluminium Recycling Statistics in the UK

Alupro, the Aluminium Packaging Recycling Organisation, have revealed the record-breaking stats following an analysis of Environment Agency figures.

They found over 162,000 tonnes of aluminium packaging were recycled in 2023 through kerbside, bring, and on-the-go recycling systems – a 13% year-on-year uplift and a 4% increase since the previous record in 2021.

Click here to read the full news release by Alupro announcing the 2023 UK aluminium packaging recycling rates.

For aluminium drink cans specifically, 81% were recycled in 2023 and last summer, our dedicated team of recycling ambassadors collected and recycled more than 64,000 drink cans at events and festivals across the country, including Mighty Hoopla, Download Festival, and the Formula 1 British Grand Prix.

We plan to emulate this activity this year, with team members heading to a range of events to collect drink cans as part of our goal to one day achieve a 100% recycling rate for drink cans in the UK.  

Chris Latham-Warde, Programme Manager for Every Can Counts, said: “These record-breaking figures show the positive impact we can have as a country when we all play our part in the recycling process.

“Big or small, every effort made by the public to dispose of their empty drink cans responsibly helps to inspire further progress and improve recycling rates both at home and on the go.

“Aluminium can be recycled time and time again without loss of quality, and every empty drink can that is recycled can be back on sale as a brand-new can in just 60 days. With World Environment Day just around the corner, we hope people feel inspired by the latest figures and continue to make recycling a priority.”

5 Incredible Facts About Drink Cans

  • The amount of cans recycled in 2023 (10.7 billion) translates to carbon savings equivalent to removing over 250,000 cars from the road for an entire year!
  • Drink cans are currently the UK’s most recycled beverage container.
  • Drink cans are able to be recycled, filled and back on a shop shelf in just 60 days, thanks to the efficient recycling infrastructure in place across Europe.
  • Aluminium (the metal that drink cans are made from) recycles forever!
  • Recycling drink cans uses 95% less energy than creating new ones from primary aluminium.

Learn More

Want to learn more about the drink can recycling process? Visit our dedicated web page which takes you through the life cycle of a humble drink can.

Every Can Counts Leeds Rainbow
  • Phoebe Kelly

What is Earth Day & Why We’ve Brought a Giant Rainbow to Leeds

What is Earth Day & Why We’ve Brought a Giant Rainbow to Leeds 2560 1712 Phoebe Kelly

Our giant rainbow installation has been unveiled outside of Leeds Station to commemorate Earth Day 2024!

The four-by-seven metre structure is made from more than 2,500 recycled cans and has been created to raise awareness about the importance of recycling.

The #EveryCanCounts Rainbow was revealed on Friday 19th April and will be on display outside the station by City Square until Monday night which ties into this year’s Earth Day.

What is Earth Day?

Earth Day is an annual event which falls on the 22nd April each year and focuses on diversifying, educating, and activating the environmental movement worldwide.

Why Do We Celebrate Earth Day?

Working with over 150,000 partners in over 192 countries – including ourselves – Earth Day hopes to inspire individuals to yield their power and influence as consumers by making more sustainable choices.

Last year, over 9 billion drink cans were recycled in the UK—the equivalent of covering Elland Road’s football pitch with drink cans almost a million times over. Moreover, recycling one tonne of aluminium saves nine tonnes of CO2 emissions, meaning that in 2023, the carbon savings generated by recycling drink cans equated to taking over 246,500 cars off the road.

Why Are We Celebrating Earth Day in Leeds?

According to our new research, Leeds residents drink an average of five cans a week, of which people say they recycle around 74%.

Even though half (54%) say they are more aware of environmental issues than they were 12 months ago, 41% admit that they put recyclable items in refuse bins if recycling facilities aren’t available.

Furthermore, the biggest barrier locals face whilst recycling is the lack of recycling bins in public places (68%), followed by the desire for more recyclable packaging (45%) and clearer signage on recycling bins (40%).

Half (54%) also agree that more needs to be done to educate young people about the importance of recycling.

So… What Can You Do to Help?

In Leeds, eye-catching yellow recycling-on-the-go bins for drinking cans can be found across the city centre and in town centres including Chapel Allerton, Headingley, Garforth, Morley, Otley and Wetherby. This makes it easier than ever for all residents to recycle all they can when out and about as well as at home in their green bins, helping Leeds’ ambition to ultimately become a carbon-neutral city by 2030.

In 2023/24, 398 tonnes of aluminium were collected from the green and recycling-on-the-go high street bins, the equivalent of over 28 million drink cans. If every Leeds household put two more drink cans in their green bin every collection, there would be another 19 million cans recycled in Leeds each year.

Last month also saw 10,000 more Leeds households move on to fortnightly collections, aimed at supporting and encouraging increased recycling. A further 20,000 more are due to move on to weekly collections from early summer.

We want our Rainbow installation to act 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 this #EarthDay we want you to remember that although your drink can might be small, your actions really add up to paint a bigger picture… much like the 2,500 drink cans which make up our colourful archway!

How You Can Get Involved in Earth Day 2024!

Alongside the new installation, we are also giving away a £150 Trinity Leeds Gift Card to one lucky winner. To enter the competition, entrants must post a photo of the rainbow in Leeds on Instagram, Facebook, or X before midnight on Thursday 25th April, using the #EveryCanCounts hashtag and tagging our social media channels.

The full competition T&Cs can be found here.

What We Had to Say…

Chris Latham-Warde, Programme Manager for Every Can Counts, said: “We’re delighted to see our rainbow installation make its Leeds debut to mark Earth Day this year and look forward to seeing the photography locals capture as part of our competition!

“As well as brightening up the city centre, we hope our installation reminds people about the benefits of recycling their drink cans and makes them feel empowered to make sustainable choices.

“Aluminium can be recycled time and time again, and making cans from recycled metal uses 95% less energy than making them from raw materials. The people of Leeds can play their part in this process by ensuring their empty cans end up in the right bin, allowing this valuable material to remain in circulation.”  

Councillor Paul Wray, Leeds City Council deputy executive member for climate, energy, environment and green space at Leeds City Council, said: “It’s fantastic to see this striking rainbow arch in Leeds to celebrate Earth Day, hopefully it will get people talking about what more they can recycle to look after the planet.

“If we can all pledge to recycle our drink cans when we’re out and about, or at home in the green recycling bin, then these small changes can make a huge difference for the city and the planet.”

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