Without effective communication to drive positive behavioural change, we could miss the once in a generation opportunity to make the UK a true champion of recycling. Tom Giddings, executive director of Alupro, explains how this can work in practice and shares the latest results from the MetalMatters initiative.
Despite shrinking central funding, rising operational costs, increasing demand for public services and widespread staffing pressures, local authorities are coming under growing pressure to improve their environmental performance.
While advancements in processing and collection infrastructure must be considered, it’s safe to say that prevention is better than cure. Indeed, for every waste stream successfully segregated at the kerbside, that’s one less thing to think about at the sorting stage.
To drive behavioural change, improve capture rates and drive a measurable uplift in domestic recycling, communication is key.
Inspiring change through education
MetalMatters is Alupro’s dedicated community engagement initiative, specifically designed to boost metal packaging recycling rates at the kerbside. Launched in 2012, the programme uses the transformational nature of metal recycling to educate and inspire the general public, improving understanding, securing widespread buy-in and fostering positive behavioural change.
Funded by the metal packaging and recycling industry, MetalMatters can be rolled out in close collaboration with local authorities across exacting geographies. It employs a range of communication tools, both traditional and digital, tailored to suit a specific demographic or region.
From leaflet drops and impactful outdoor advertising campaigns to vehicle signage, radio broadcasts and even targeted paid social media outreach, MetalMatters adopts a multi-pronged approach to maximise impact.
Over the course of more than a decade, MetalMatters has helped to drive a national uplift in metal packaging collection and recycling rates. To date, 126 local authorities and waste partnerships across the UK have collaborated with MetalMatters to roll out the initiative within their local community, successfully reaching more than eight million households in total as a result.
Changing behaviours through consumer engagement
With the ambition of improving resident engagement, boosting capture rates and minimising contamination, a number of local authorities have recently adopted the MetalMatters initiative and are already seeing impressive results – Leicestershire Council, Powys Council, Cherwell District Council and Somerset Council.
Powys Council – As part of a long-term commitment to further improving environmental performance, Powys was already a leading local authority champion when it launched a digital version of the MetalMatters programme in June 2024, as part of a campaign that also promoted the initiative across the local press.
Against a backdrop of declining total kerbside recycling, the campaign inspired an uplift in metal packaging collection volumes (17% for steel and 6% for aluminium). In addition, the council reported a significant decrease in material contamination.
Cherwell District Council – Supporting a comprehensive social media programme, Cherwell’s MetalMatters campaign (September 2024) comprised two leaflet drops to 8,000 households across the region, as well as bespoke livery on waste collection vehicles and promotional stickers on public recycling bins. In the three months following the campaign, ferrous metal collection volumes leapt 14%, with non-ferrous close behind (11.7%).
Leicestershire Council – Launched in January 2025, Leicestershire’s MetalMatters campaign used solely digital engagement tactics to reach thousands of households across the county. The campaign encouraged residents to dispose of their metal packaging correctly and helped to raise awareness of the value in recycling.
In the three months since the programme concluded, collection data has demonstrated an increase of 8.7% in ferrous metals and 16.6% increase in non-ferrous metals, despite a dip in overall collection volumes (-8%).
Somerset Council – Having launched just a few months ago (February 2025), initial results from Somerset’s MetalMatters campaign have already demonstrated a measurable impact. Thanks to an integrated programme of engagement tactics, including advertising on local busses and broadcasting the campaign on local radio, data reports an 8.2% uplift in non-ferrous metals and 5.6% ferrous.
The importance of consumer engagement campaigns
By delivering targeted educational materials and clear recycling guidelines, the MetalMatters initiative fosters a greater understanding of the environmental and economic benefits of recycling metal packaging. It underscores the effectiveness of well-crafted, informative campaigns in driving behavioural change and promoting environmental stability.
MetalMatters is seeking partners for its 2026 campaign schedule. With Extended Producer Responsibility putting higher packaging recycling rates firmly back into focus, now is the perfect time to deploy MetalMatters in your area.
To find out more, visit www.metalmatters.org.uk. For more information about Alupro, visit www.alupro.org.uk.