ALUPRO has launched its impact report for 2025, which highlights the role of collaboration in driving progress towards achieving a truly circular packaging economy.
The Chain Reaction: Turning change into impact presents the latest results from Alupro’s consumer engagement initiatives and explains how behavioural change is helping to turn everyday actions into lasting legacy.
As the packaging sector navigates a complex period of regulatory change, the report explains that collaboration between government and industry is becoming ‘increasingly critical’ to bringing together the value chain and driving change.
According to data presented within the report, the UK collected 150,684 tonnes of aluminium packaging for recycling in 2025, saving 1.3 million tonnes of carbon by using recycled material to make new products. Alupro said its consumer engagement programmes helped achieve this volume by improving consumer education, encouraging best practice, and inspiring positive behavioural change.
Its Every Can Counts initiative, for example, was described as being responsible for encouraging 12.5 million consumers to recycle beverage cans, with the team’s attendance at 15 major festivals helping to spread best practice on-the-go recycling messaging. Teams wearing recycling backpacks at each of these events personally collected more than 70,000 cans.
Elsewhere, Alupro’s education campaigns reached 43,000 students and drove 180,000 visitors to its website, while its ‘Foil in Love with Recycling’ initiative helped to communicate positive sustainability messages to over 112,000 households across Westmorland and Furness.
The Alupro team also attended three parliamentary events, delivered 11 speaking slots, engaged with 1,100 policymakers and helped to achieve £8.1 million in savings through a reduction in EPR cost for aluminium packaging.
Its UK Aerosol Recycling Initiative (UKARI) saw four councils collaborate through pilot campaigns and sampling activities, while the wider programme delivered a 24% national increase in aerosol capture rates at the kerbside.
Tom Giddings, executive director of Alupro, said, “We’re delighted to launch our latest impact report and provide further insight into the important work that we deliver. It’s important that we target our focus towards the biggest challenges and opportunities that our members are facing. This report is a great way to demonstrate and evaluate the progress we’re making towards achieving ambitious national goals.
“Alongside successfully rolling out behavioural change initiatives across all four corners of the UK, our public affairs work in 2025 saw the aluminium packaging supply chain benefit from more than £8 million in cost savings. This demonstrates the tangible value that we deliver to our members and the positive progress we’re making towards enabling a truly circular packaging economy.”
