Every Can Counts is an industry initiative to encourage consumers to recycle beverage cans used outside the home.
The programme focuses on encouraging recycling in two main areas – workplaces and places where people are ‘on the go’. It engages consumers through its vibrant branding and innovative approach to recycling communications.
Developed in the United Kingdom and launched in 2009 there are now twelve licensed country programmes in operation and 2017 will see the Every Can Counts network expand further with the addition in July 2017 of Belgium and Poland.
Since its inception, Every Can Counts has clearly demonstrated the metal packaging industry’s commitment to invest in programmes to drive behavioural change and maximise recycling performance. As the network of programmes has developed successful partnerships have been established with local authorities, collection partners and major retail and drinks brands.
Eight years on from its launch Europe can boast an expanding, cohesive recycling programme whose impact extends beyond its primary metal packaging focus.