Aluminium Association’s new campaign focusses on the sustainable benefits of aluminium

On December 2, the body representing aluminium production and jobs in the United States, the Aluminium Association declared the launch of the Choose Aluminium campaign. This campaign comes loaded with a fresh website at www.chooseAluminum.org, digital media buy, important materials emphasizing the sustainable properties of 100% recyclable and durable metals. It also includes videos of workers and aluminium stalwarts. The campaign follows the debut of the Aluminium Association’s new website, earlier this month.

The ads, videos and website highlight how aluminium is paving out sustainable solutions in various sectors like beverage packaging, recycling, construction, building, automotive production and many more. The campaign also features how the aluminium sector in North America has cut its carbon footprint by more than half in the last 30 years. Nearly 660,000 direct, indirect, and induced employment are supported by the aluminium sector in the United States, with a total economic output of nearly $172 billion. Over the last ten years, the sector has invested more than $3 billion in manufacturing in the United States.

“As we work toward a more circular and sustainable future, aluminium has to be at the forefront. We sometimes forget about the everyday environmental benefits aluminium provides from the drinks we buy to the buildings we live and work in, to the cars we drive. This campaign is a reminder that we have an infinitely recyclable, long-lasting, lightweight solution at our fingertips. It’s also a reminder of the tremendous strides the U.S. aluminium industry has made to invest and grow while still reducing its carbon footprint in recent decades,” said Matt Meenan, senior director of external affairs at the Aluminum Association.

Aluminium is one of the most widely recycled metals in use. Most aluminium beverage cans, automobile doors, and window frames are recycled back into themselves. And this cycle can be repeated indefinitely. As a result, almost 75% of all aluminium produced throughout history is still in use today. Aluminium's great recyclability and lightweight make it an important component in a more circular, low-carbon economy.

The aluminium sector is also always improving its environmental efficiency when it comes to manufacturing the metal. In May 2021, a third-party Life Cycle Assessment of North American aluminium can production revealed that greenhouse gas emissions had decreased by 40% in the previous 30 years.