We now know consumers don’t want to choose between convenience and sustainability.

According to research from Getty Images, which surveyed 10,000 people globally, 92% of respondents believe the way we treat our planet now will have a large impact on the future, but 48% also say that, although they know they should care more about the environment through their purchasing habits, convenience often takes priority.

We work closely with Every Can Counts and MetalMatters to improve recycling rates and encourage sustainable consumer behaviours.

Metal recycles forever

Metals are natural elements that maintain their physical properties forever. This means metal is a permanent material. When metal products reach the end of their useful life, the materials are simply collected and recycled, again and again, with no loss of quality. This is known as real recycling. The metal packaging industry and its recycling stakeholders are committed to a real recycling society.

The recycling process for aluminium saves around 95% of the energy needed to make the metal from raw materials.

The logo is available free of charge for all beverage fillers using metal packaging. To find out more go to:

Circular Economy

A circular economy is an alternative to a traditional linear economy (make, use, dispose) in which we keep resources in use for as long as possible, extract the maximum value from them while in use, then recover and regenerate products and materials at the end of each service life.

The metal packaging industry is the perfect example of a circular economy, with metal recycling forever in a material-to-material loop. Through recycling, its value is retained forever, making it available today and for future generations.

A positive choice for the environment

When purchasing canned beverages, consumers can enjoy guilt-free convenience. Around 75% of all aluminium ever produced in the world is still in use today, and the current recycling rate for drink cans in the UK stands at 82% (2020 figures). Packs can be made into brand new cans, filled and put back on the shelves in just 60 days.

Resource efficiency

Global resources are limited, yet society’s demands are increasing. Managing resources efficiently is therefore a top priority for our industry. Metal, as a highly recycled permanent material, saves raw materials, energy consumption and CO2 emissions.