MetalMatters Boosts Metal Packaging Recycling in the UK

MetalMatters, an Alupro initiative launched in 2012, focuses on increasing the recycling rate of metal packaging through educational campaigns that combine traditional and digital methods, tailored to different regions and audiences. From leaflets and outdoor advertising to radio and social media, the program has collaborated with 126 local authorities, reaching more than eight million homes.

Several local councils, such as Powys, Cherwell, Leicestershire, and Somerset, have already implemented MetalMatters, achieving significant increases in the collection of recyclable metals and reductions in material contamination.

The program’s success demonstrates that awareness campaigns with clear and educational information are effective in changing habits and promoting the circular economy. MetalMatters is seeking new partners for its 2026 calendar, leveraging the momentum generated by Extended Producer Responsibility to increase recycling rates.

Tom Giddings, executive director of Alupro, emphasizes that without effective communication to encourage behavioral changes, the UK could miss a historic opportunity to lead in recycling. Despite the reduction of public funds and the increase in operating costs, local authorities face increasing pressure to improve their environmental performance.

Preventing waste generation is fundamental, as it facilitates the entire recycling process. To achieve this, communication with citizens is essential.