BAMA calls for industry-wide action to improve aerosol recycling messaging

BAMA is bringing together the aerosol industry to develop a more consistent recycling message and strengthen consumer understanding of aerosol sustainability.

The British Aerosol Manufacturers’ Association (BAMA) is calling for industry-wide collaboration to improve how aerosol recycling is communicated to consumers, opening an online discussion to both members and non-members on September 14.

The association wants to bring together as many voices from across the aerosol industry as possible to develop a more aligned approach to recycling communications.

BAMA Chief Executive Patrick Heskins said the industry's ability to recycle aerosols is a key part of their sustainability credentials, but clear consumer messaging is needed to support better recycling outcomes.

“Getting consumer messaging right is important and involves cross-functional discussion between marketing, sustainability, research and design and other departments in our industry,” Heskins said.

From sustainability discussions to coordinated action

The latest initiative follows a series of BAMA-led discussions during 2026 examining the next steps for aerosol sustainability.

In April, BAMA held a Collaborative Group Workshop on the Future of Aerosols, facilitated by the Retail Institute. While improving aerosol recycling and circularity remained a focus, participants also identified consumer communication and public understanding as areas requiring greater attention.

The issue was raised again at BAMA's Sustainability Roundtable in June, which brought together retailers, brand owners, valve and can manufacturers and fillers.

Aerosol recycling emerged as a priority action area, leading to the formation of the Aerosol Recycling Messaging Steering Group.

The September meeting is intended to move that work from discussion towards practical action by giving companies across the sector an opportunity to share ideas on how recycling messages can be made more effective and consistent.

“It is now time for us to put the theory we have learned into practice,” Heskins said. “With the extensive industry knowledge we have, I am certain we can find the most effective means to improve recycling and messaging”, Heskins added. 

BAMA is inviting anyone operating within the aerosol industry to participate in the September 14 discussion and contribute ideas, comments and recommendations.

The initiative puts consumer communication alongside recycling infrastructure and product design as part of the industry's broader effort to improve aerosol circularity.