Press

Featuring art installations with endangered animals, the tour celebrates the recyclability of drink cans and calls for environmental action across 16 countries

Committed to promoting a more sustainable future and encouraging positive change in attitudes and behaviours towards drink can recycling, Every Can Counts, a leading recycling not-for-profit, announces the fourth edition of the International Recycling Tour.

The dynamic awareness campaign, launched to celebrate World Environment Day, aims to highlight the importance of drink can recycling in saving valuable resources and mitigating climate change. Recycling just 1 tonne of aluminium can save 9 tonnes of CO2 emissions and preserve 4 tonnes of bauxite, the essential raw material for aluminium production.

Kicking off on June 5th, with activities spanning the upcoming weekend, this campaign will take place across 16 cities in Europe, Brazil, and the U.A.E. Dedicated recycling ambassadors, embodying the programme’s mission to promote the recycling of drink cans consumed outside the home, will don their backpacks and move through bustling cities, urban parks, popular beaches and festivals, inviting people to recycle their empty cans on the go.

In line with this year’s World Environment Day theme, which calls on everyone to become #GenerationRestoration, the International Recycling Tour 2024 also makes a bold visual statement with its PixelCan installations. Created from over 2,000 aluminium drink cans, these artworks spotlight four iconic animals—polar bear, tiger, sea turtle, and chimpanzee—that are endangered or vulnerable due to ecosystem degradation caused by human activities. Each participating city will display one of these at-risk animals, encouraging people to join the global restoration movement and share their photos on social media.

Nations taking part in the activities include 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.

Working Towards 100% Drink Can Recycling in 21 Countries Around the World

To keep global warming below 2°C and avoid its most harmful effects, we must slash greenhouse gas emissions by nearly half by 2030. According to the United Nations, halting and reversing the degradation of lands and oceans can prevent the loss of 1 million endangered species. Restoring just 15 percent of ecosystems in priority areas can reduce extinctions by 60 percent through improved habitats.

This urgent need for decarbonisation and reducing humanity’s environmental footprint aligns seamlessly with Every Can Counts’ mission. The programme operates in 21 countries, joining forces with drink brands, waste management companies, event organisers, and local authorities to empower individuals to make a difference through simple actions like recycling drink cans. In 2023 alone, Every Can Counts reached 183.5 million people worldwide, helping recycle over 55 million drink cans through event activations and partnerships.

“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,” says David Van Heuverswyn, Director of Every Can Counts Global.

Full List of Locations: Alcalá de Henares, Antwerp, Belgrade, Brest, Bristol, Bucharest, Budapest, Bydgoszcz, Catania, Dubai, Dublin, Kotor, Prague, Rio de Janeiro, The Hague, Thessaloniki

Brussels, March 18, 2024 – Almost three-quarters of Belgians (72%) are in favor of a deposit on cans and plastic bottles. This is evident from a large-scale study by Every Can Counts, a global initiative that also strongly encourages the recycling of cans in 21 countries around the world. “Belgians are ready for deposits on cans and plastic bottles!”, says David Van Heuverswyn, Director of Every Can Counts Global, “It is now up to politicians and companies to ensure a system that works.” That’s where the problem arises, because for the time being Flanders, Wallonia and Brussels have not managed to make the decision together. Will it be a classic deposit system via take-back devices, as has been successful for years in the Scandinavian countries, or a new but barely tested digital system, where the cans and plastic bottles are scanned with a smartphone before they end up in the blue PMD bag, or a combination? For more than half of Belgians (53%), the classic system appears to be the best solution.

Cans and plastic bottles cause a relatively large amount of litter in our country. According to figures from OVAM, they account for more than a third of the volume of litter. Reducing litter is therefore the main reason why Belgians want a deposit system on cans and plastic bottles.

Top 3 reasons for a deposit system on cans and plastic bottles:

• Reducing litter (74%)
• Every little bit helps to keep our planet livable, (45%)
• It works for glass, so why not for cans and plastic bottles (44%)

Classic versus digital

The research also shows that more than half of Belgians (55%) would recycle even more and better with a deposit system on cans and plastic bottles.

“Compared to other European countries, Belgium lags behind when it comes to deposits. However, correct recycling of cans is so important. After all, tin is infinitely recyclable and is therefore one of the most sustainable beverage packaging. The fact that it would encourage Belgians to hand in their cans and plastic bottles en masse has been a no-brainer for us for a long time.” – David Van Heuverswyn, Director of Every Can Counts Global.

A majority of Belgians (53%) seem to be in favor of a classic deposit system, such as that which already exists today for glass. A digital system, in which cans and plastic are scanned at home with a smartphone before they go into the blue PMD bag or a waste bin, is only preferred by 11%. “Understandable,” according to Van Heuverswyn, “The can and PET industry is far from ready to place QR codes on packaging.” ​ 18% prefer a combination of both systems, whereby the QR code is scanned, for example, at a return point or at a return container.

A deposit system in the short term? Yes we can!

Although a majority of Belgians (55%) know that a deposit system would be introduced next year, only 42% believe that it will actually be there.

“Precisely because it has been talked about for years and there is still no concrete solution, people are losing confidence. Today we are at a tipping point. There is great support, both among policymakers and Belgians. I call on the regional governments to introduce a well-functioning deposit system as quickly as possible that is supported by the Belgian consumer,” said David Van Heuverswyn.

Methodology

Online research conducted by research agency iVOX on behalf of Every Can Counts between February 16 and 22, 2024 among 1,000 Belgians representative by language, gender, age and diploma. The maximum margin of error for 1,000 Belgians is 3.02%.

The initiative launched at COP28 in Dubai is set to inspire behaviour change and help increase recycling rates towards a more circular future.

Every Can Counts, the leading awareness programme for drink can recycling, has officially launched its chapter in the United Arab Emirates. Introduced at COP28 in Dubai, this chapter is supported by Emirates Global Aluminium and aluminium can-makers Crown and Canpack, aiming to help boost the country’s recycling rates from just one-third to 100%.

From Just One-third to a Vision of 100% Recycling

The United Arab Emirates, now the third non-European nation after Brazil and the U.S.A  to join this behaviour change initiative, consumes over 660 million aluminium drink cans annually, with currently only a third being recycled. This is in stark contrast to the recycling rates of over 95% in leading countries. The arrival of Every Can Counts is timely and crucial,  not only because of the UAE’s current recycling rates but also because of the global challenge to tackle climate change by decarbonising the industry and truly reducing its environmental impact.

If disposed of correctly, drink cans recycle forever, saving up to 95% of energy and CO2 emissions compared to cans made from primary aluminium. Helping increase the nationwide recycling rate for drink cans would significantly reduce the 440 million cans that currently end up in landfills each year while drastically cutting down GHG emissions. 

But the successful recycling journey of a drink can is directly linked to consumer behaviour and their choice to place the used cans in the proper bin. The Every Can Counts mission is to inspire, encourage, and empower people to recycle their drink cans wherever they are while promoting aluminium’s unique qualities as a highly sustainable option for low-carbon beverage packaging.   

David Van Heuverswyn, Director Every Can Counts Global: “I am delighted that Every Can Counts has just been launched in the UAE thanks to a new partnership between the aluminium industry and local drink can producers. Our vision of empowering people to recycle their drink cans wherever they consume them can now spread to a new region. We are fully committed and ready to make a positive change in the UAE.”

A Global Call to Accelerate Aluminium Drink Can Circularity

In a united call at COP28, key global aluminium suppliers and recyclers, along with aluminium can makers and organisations, including Every Can Counts, pledged to boost the recycling rate of aluminium drink cans to 80% by 2030 and 100% by 2050. Despite over 70% of cans being recycled globally, more is needed to contribute to the 1.5-degree target. 

Expecting drink can consumption to climb from 420 billion in 2020 to 630 billion by 2030,  a 100% recycling rate by 2030 would save 60 million tonnes of greenhouse gas emissions annually. 

Achieving this requires a collective ‘can do’ attitude involving consumers, the education sector, drink brands, can makers, aluminium suppliers and recyclers, waste management companies, local authorities, governments and NGOs.

Abdulnasser Bin Kalban, Chief Executive Officer at EGA:  “Infinite recyclability is one of many reasons why aluminium is essential for developing a more sustainable society. Aluminium is already one of the world’s most recycled materials, but too much of this valuable material is still thrown away. Increasing recycling requires supportive government policies and the development of infrastructure. It also depends on individuals making the right decisions every day about how to dispose of items they no longer need. We are excited about the potential of Every Can Counts to improve aluminium beverage can recycling rates in the UAE.”

Bartlomiej Wojdylo, Sustainability Director Europe at CANPACK: “For CANPACK, sustainability is a core responsibility. Aluminium beverage cans are the most recycled packaging in the world, and we know from countries like Brazil that it is possible to collect and recycle all cans. We would like to see this fantastic performance replicated in other countries. By supporting Every Can Counts in UAE, we want to inspire consumers to recycle more.”

Sandrine Duquerroy-Delesalle, Director Sustainability & External Affairs at Crown: “We are excited to see the expansion of Every Can Counts to the UAE, after supporting it in other countries since its launch over a decade ago. Circularity is a key element of our sustainability, and we know we have the best package and material to keep delivering it. It is great to see the industry working all together to keep the cycle going.” 

Visualising Change: Art Meets #Actionism, Encouraging Recycling and Sustainability

Highlighting COP28’s theme of #Actionism to underline the importance of individual and collective efforts, Every Can Counts UAE made a striking statement with its #PixelCan installation, an art piece created from over 2000 aluminium drink cans. The artwork was displayed at the Sustainability Entrance and showed a young woman holding Planet Earth in her hands – a compelling symbol of how small, everyday actions such as recycling drink cans can have a big impact on environmental sustainability.

In addition to this visual statement, the programme featured its recycling ambassadors equipped with specially designed, QR-coded backpacks to track the quantities recycled throughout the event. The team actively encouraged visitors to recycle their cans on the spot while communicating the sustainable properties of aluminium as a packaging material.

The new U.S. chapter joins 20 Every Can Counts chapters across Europe, the United Arab Emirates, and Brazil.

Every Can Counts, the leading awareness programme for drink can recycling, has announced the launch of its United States chapter, a significant addition that follows closely after its expansion into the United Arab Emirates during COP28 in Dubai. This new chapter enhances Every Can Counts’ position as the leading global initiative dedicated to raising awareness about the recycling of aluminium drink cans. With now 21 chapters worldwide, the programme’s shared mission is to inspire and empower people to recycle aluminium drink cans, especially when they are on the go and away from home.

Every Can Counts U.S. is a partnership between aluminium drink can manufacturers (Ardagh Metal Packaging, CANPACK, Crown Holdings and Envases) and aluminium suppliers (Constellium, Kaiser Aluminum, Novelis and Tri-Arrows Aluminum). These partners are passionate about encouraging people to do the right thing with their empty drink cans by recycling them.

The new chapter’s vision is to significantly increase the amount of aluminium drink cans collected and recycled in the United States with a focus on away-from-home drink can collection. These efforts are part of a multi-pronged strategy to make progress toward the ambitious U.S. aluminium drink can recycling rate targets set by Can Manufacturers Institute (CMI) aluminium drink can members. These targets include going from the current 45 percent U.S. aluminium drink can recycling rate to a 70 percent recycling rate by 2030.

Debuting with a Mardi Gras Recycling Initiative in New Orleans

To kick-start its away-from-home recycling efforts, Every Can Counts U.S. is joining the City of New Orleans and many local organisations in the Recycle Dat initiative to make the 2024 Mardi Gras parades more sustainable. This year’s initiative hopes to surpass the 1,475 pounds of drink cans (nearly 150,000 individual cans) recycled during the 2023 parade season from those collected along the parade route and those sold to a local metal recycling facility.

The initiative supports local efforts to increase the amount of recycled cans by adding Recycling Hubs and Can-Only Receptacles for the 2024 Mardi Gras parade season.  Moreover, volunteers will be equipped with the Every Can Counts recycling backpacks, where parade-goers can directly insert their drink cans for recycling. Every Can Counts U.S. will take all the collected empty drink cans to a central recycling facility that regularly purchases used drink cans while doubling the market rate payout up to the first $5,000 and giving the proceeds to three local charities.

Besides this collection along the parade route, Every Can Counts U.S. will encourage New Orleans community members to bring their used aluminium drink cans to the recycling facility to earn cash. Community members can either get a personal check for the value of their empty drink cans plus the doubling or have the money go to the three local charities. “We’re excited to use the innovative engagement tactics from Every Can Counts at a variety of venues to keep drink cans out of landfills; instead, the recycled drink will generate significant environmental and economic benefits over and over since METAL RECYCLES FOREVER.” said Scott Breen, CMI’s Senior Vice President of Sustainability.

 “I am delighted that Every Can Counts has just been launched in the U.S.A. thanks to a new partnership between the aluminium industry and local drink can producers. Our vision of empowering people to recycle their drink cans wherever they consume them can now spread to a new region. We are fully committed and ready to make a positive change in the U.S.A.” said David Van Heuverswyn, Director of Every Can Counts Global. 

While the chapter’s primary focus will be to partner with more organisers and venues to make recycling aluminium drink cans easier at festivals and events, it will also leverage social media to educate people about the benefits of recycling and inspire them to make more sustainable choices. To reward followers for recycling, Every Can Counts U.S. will launch an Instagram contest during Mardi Gras with daily giveaways of gift cards to a local New Orleans brewery and a grand prize $200 gift card to a local, sustainable-minded restaurant.

For the latest updates on upcoming events and news, follow Every Can Counts U.S. on Instagram and Facebook. 

Europeans would like to see more recycling bins when they are out and about, according to a survey performed in 14 European countries by the LUCID polling agency in association with the Every Can Counts initiative that aims to raise awareness about the advantages of recycling aluminium drink cans.

These results come on the heels of news that 86% of people say that it’s more important than ever to recycle. However, it seems that the chief obstacle to higher recycling rates is a lack of infrastructure.

The poll showed that most respondents (93%) would like to see more recycling bins on the streets, in public spaces, parks, beaches, or on trails. That number inches up to 94% when people were asked about large events such as festivals or sporting events. Furthermore, a resounding 90% of people said that these events should only use recyclable packaging for drinks.

“Most respondents are ready to do more when it comes to sorting and recycling the drink cans they consume out of home, but proper recycling and collection solutions are often too scarce. Collecting and recycling drink cans could be made easier in a number of cases, it can even be fun just as our European initiative shows, but it certainly makes a lot of sense as aluminium cans are made from a fully circular and permanent material that makes them the most valuable and recycled drink packaging,” Every Can Counts Europe Director David Van Heuverswyn said.

People chiefly have problems recycling when out of the home as 83% of respondents said they always or often put their drinks packaging in the recycling bin when at home, but that number plummets to 54% in the workplace, and only 49% do so when out and about, while 48% recycle in outdoor locations like parks and beaches.

People Want to Recycle More, But Lack Information About the Process

Since 2009, Every Can Counts has worked to increase awareness about recycling aluminium drink cans with the vision of recycling 100% of the cans consumed in Europe. And although 74,5% of the drink cans were recycled in Europe in 2017, the poll showed two-thirds of respondents think the aluminium can recycling rate is under 50%. This paradox shows that there is still more work to do in terms of consumer knowledge. Awareness about aluminium’s circular properties is a similar case, with only 55% of respondents correctly identifying aluminium as an infinitely recyclable packaging material.

Moreover, when it comes to what happens to recyclables after leaving the home or office, where they are going to be recycled, what happens to the materials after recycling, and especially how much of  the waste gets actually recycled, respondents admitted they are not well informed and would like to know more.

Recyclability also plays an important role in consumer behaviour. Most respondents (54%) said they prefer to use drink cans because they are easily recyclable. This reason was also the strongest motivation when compared with others such as light packaging, easy to transport, open on the go, and easy storage. It’s thus not surprising that a total of 94% said companies should use packaging that is infinitely recyclable.

Finally, people expressed favourable views towards incentives to reducing the environmental footprint of drinks packaging such as a reward system for recycling, improved labelling information, better signage, and harmonised rules and sorting instructions at least at country level.

The survey polled a sample size of 13,793 people older than 16 balanced for age and gender in 14 countries (Belgium, Serbia, Austria, Hungary, Greece, Romania, Poland, Czech Republic, Ireland, Netherlands, United Kingdom, Spain, Italy, France) from August 5 to September 14, 2020.

To find out more about survey results, see:

ECC SURVEY RESULTS

ECC FULL REPORT SURVEY