MetalMatters: Campaign increases recycling of metal packaging by 18 percent

MetalMatters campaign poster (Source: AluPro)

Redditch, UK –-The business case for recycling communications has been laid out in a new report by the Aluminium Packaging Recycling Organisation (Alupro). It reviews the MetalMatters programme and demonstrates the power of voluntary industry backing. Figures are based upon data from campaigns that have run in 50 local authorities across the UK between 2012-2015, with the support of the metal packaging industry partnership.

The MetalMatters campaign has now reached over 3 million householders and has proved extremely cost-effective, raising metal capture rates at the kerbside and in so-doing generating revenue for local authority and waste management partners.

Key statistics from the report reveal that a MetalMatters campaign:

  • increases recycling of metal packaging by around 18 percent
  • costs on average 27 pence per household
  • delivers return on investment within a year, and sometimes as quickly as 4 months

The campaign has now been run in over 50 council areas and recent results show impressive returns:

  • London Borough of Lewisham (2014): 25p per household, 12 percent increase, ROI within 9 months.
  • Shropshire Council (2014): 25p per household, 23 percent increase, ROI within 4 months.
  • Glasgow City Council (2014): 30p per household, 18 percent increase, ROI within 10 months
  • Bedford Council (2013): 33p per household, 19 percent increase, ROI within 9 months.

“Since 2012, the MetalMatters programme has seen over £1 million invested by funding partners in the metal packaging industry. This is above and beyond their obligations under the Producer Responsibility (PRN) system,” said Rick Hindley, Executive Director of MetalMatters project managers, Alupro.

“The campaign has also attracted funding from sectors not included in the Producer Responsibility system (including household foil and closure manufacturers), because they see the value of working with the wider industry to promote the recyclability of metal packaging. Of course there is still scope to widen the funding base further and we’d encourage any brand or packaging producer to consider investing in MetalMatters.”

The new report, ‘The Business Case for Recycling Communications’ sets out the positive and lasting impact the campaign has on the recovery of metal packaging from the kerbside. As well as reducing disposal costs for local authorities, the increase in metal packaging recovery generates additional revenue and provides a long-lasting positive impact on household recycling behaviour.

Source: AluPro UK