Tom Giddings, Executive Director of Alupro, leads the UK aluminium packaging industry’s initiatives to enhance recycling rates, reduce carbon emissions and promote circularity. Under his leadership, Alupro continues to pioneer national awareness programs and policy collaborations that align stakeholders toward sustainable aluminium use.
In an interview for “Sustainability & Recycling: Aluminium's Dual Commitment” e-Magazine, Giddings delved into Alupro’s nationwide efforts to boost aluminium packaging recycling, overcome behavioural barriers and drive sustainability through Deposit Return Schemes (DRS) and Extended Producer Responsibility (EPR). It also explores the organisation’s initiatives for carbon reduction, stakeholder collaboration and the growing role of recycled aluminium in aerosol production.
AL Circle: From driving innovative aluminium packaging recycling programs to running awareness campaigns on postconsumer aerosol recycling, Alupro has done it all. What tangible results have you seen from these initiatives? At present, what is the aluminium packaging recycling rate in the United Kingdom?
Tom Giddings: As part of our commitment to fulfilling the industry’s obligation to meet, and exceed, recycling targets for aluminium packaging, we work hard to encourage public participation in recycling schemes. In 2024 alone, we saw significant engagement with our work.
Indeed 16,000,000 consumers were reached through our Every Can Counts initiative, 483,000 households were exposed to positive recycling messaging through our MetalMatters programme, 39,000 students were reached through our educational resources and 411,000 families were motivated by our Foil in Love with Recycling campaigns. What’s more, we reached more than 1,000 experts and policy makers through our public affairs activity.
As a result, the UK recycled more than 157,000 tonnes of aluminium packaging in 2024 – 114,462 tonnes through kerbside, bring and on-the-go systems, 41,635 tonnes from incinerator bottom ash (IBA) and 952 tonnes through other sources. With an obligation of 151,281 tonnes and a carry-in of 2,811 tonnes, a surplus of PRNs for 8,579 tonnes saw the UK once again surpass the obligation target.
AL Circle: A recent study by Every Can Counts (ECC) highlights significant differences in recycling behaviour across age groups in the UK. How do you think these behavioural gaps can be effectively addressed?
Tom Giddings: While 79% of Brits are said to feel clued up on recycling guidelines in their local area, knowledge gaps – in particular, across different age groups – clearly remain. Insight suggests that the best solution to tackle this is through market segmentation; tailoring your communications approach to each demographic. Alongside changing the message, changing the method of delivery is key to success.
Programmes like our Every Can Counts initiative do exactly this and have delivered impressive results as a result. Through targeted approaches that specifically engage with the groups least engaged in recycling, it’s possible to reduce gaps and positively change behaviours.
To read the complete interview, click here.
