After a summer of recycling awareness activities along Spain’s coastline, Cada Lata Cuenta has analysed results from more than 5,000 surveys conducted as part of its 2026 beach campaign.
The initiative reached beaches in cities including A Coruña, Santander, Cádiz, Málaga, SantaCruz de Tenerife and Las Palmas de Gran Canaria, combining face-to-face engagement with beachgoers and outdoor advertising to keep can recycling visible throughout the summer. Recycling ambassadors equipped with their iconic ECC backpacks collected cans while talking to people about circularity, spreading the message that aluminium recycling saves 95% of the energy needed to produce it from raw materials (IAI)*. At the same time, MUPI advertising and other communication materials extended the campaign beyond the sand.
The beach is also an important out-of-home consumption environment for drink cans: around half of those surveyed said they consume drinks in cans when spending time at the beach. This makes these locations particularly relevant for encouraging people to keep recycling when they are away from home.
The results show a high level of awareness: over 90% of respondents correctly identified the yellow bin as the right place to recycle drink cans, while at least three in four said they always or almost always recycle their cans when at the beach.
The findings provide a valuable picture of recycling habits in some of Spain’s most popular coastal destinations and reinforce Every Can Counts’ role in making can recycling visible and accessible wherever drinks are consumed.
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