CROWN PARTICIPATES IN ECC’S 2022 INTERNATIONAL RECYCLING TOUR

Our commitment to strengthening the circular economy is illustrated by several targets in our Twenty by 30 sustainability program, including increasing metal recycling rates in all of our major markets. Ambitious targets have been set, ranging from a recycling rate of 70 % in the USA by 2030 to 80 % in EMEA in the same time period.

We are collaborating with industry associations and other partners around the world to achieve our goals. For example, together with other can manufacturers and aluminum suppliers, we are working closely with Every Can Counts (ECC), an initiative to promote the recyclability of metal packaging among consumers.

From June 3 to 5, ECC is organizing the second International Recycling Tour of Europe to coincide with World Environment Day (June 5). Through a series of local events, activities and social media engagements, the event will promote the infinite recyclability of metal cans by encouraging consumers to “keep the cycle going” and recycle as much as they can while out and about. Let’s go. Awareness is everything, and the campaign is closely linked to the idea that more recycling garbage cans should be made available in public spaces across the continent. According to a survey conducted in 14 European countries by the polling agency LUCID in partnership with ECC, a staggering 93% of Europeans shared this opinion.

ECC representatives will be highly visible on the tour, appearing in public spaces with custom-made backpacks for people to recycle empty beverage cans and share the message that metal recycles forever. In 2021, that same message was conveyed in the press, on national television channels and through a wide variety of influencer- and user-generated content. Features such as ECC Rainbow, Pixelata displays, heart-shaped recycling garbage cans and other creative solutions were also implemented to generate awareness. The campaign achieved a combined media and social media reach of more than 6 million people; the goal is to surpass this figure in 2022.

It’s not too late to get active in ECC’s International Recycling Tour 2022. Interested parties can participate in scheduled events or organize their own activations.

Our relationship with ECC extends to Brazil, where the ECC Recycling Tour event will take place on June 4 and 5. Called Cada Lata Conta (every can counts in Portuguese) and led by Abralatas, the new regional campaign will use public education and other activities to transform the way consumers think about beverage can recycling. The goal? Build on the progress of Brazil’s already impressive recycling rates, which have been above 95% for more than 15 years.

Finally, in the U.S., we are focusing on improving the process and performance at local recycling centers. In 2021, we worked with Can Manufacturers Institute (CMI) and The Recycling Partnership to help fund five grants for can capture equipment that enable materials recovery facilities (MRFs) to more effectively separate used beverage cans (UBCs) from other recyclables and divert them from landfills. As a result of our teamwork, an additional 71 million aluminum cans will be recycled annually, totaling more than $1.15 million in revenue for the U.S. recycling system. To put it in perspective: the energy savings from those results could power more than 28 million U.S. homes for one hour.

The aluminum beverage can is already the most recycled beverage container in the world. But we believe that more can be done and our best chance of realizing a more circular and sustainable future will come from the entire value chain working together. We are proud to count organizations such as ECC and CMI among our partners.