The Every Can Counts 2025 report highlights increased environmental awareness and clear expectations for industry and brands.

AWARENESS AND MATERIAL CHOICE

The demand for sustainable packaging continues to grow internationally. This is according to the Global Recycling Habits and Attitudes 2025 report by Every Can Counts, presented on World Can Day. The survey, conducted among over 16,000 people in 16 countries, including Italy, highlights a growing environmental awareness among consumers: nearly 9 out of 10 respondents recognize the urgency of addressing issues such as climate change, waste pollution, and sustainable material management.

Over 70% of people consider plastic and waste a significant problem and are demanding concrete solutions along the entire supply chain. In this context, there is growing interest in materials such as aluminum, appreciated for its infinite recyclability without loss of quality and its ability to maintain the energy and economic value of the resources used over time.

THE ROLE OF CONSUMERS AND COMPANIES

The report reveals strong expectations for brands and industry: 87% demand fully or infinitely recyclable packaging.

The study also highlights a shift in the way the concept of circularity is interpreted. For one in two people, circular packaging is packaging that, once recycled, returns to its original function. In line with this vision, 57% of respondents consider packaging designed to be reused in the same production cycle, such as aluminum cans, to be truly recyclable.

At the same time, an information gap emerges: only 17% of respondents currently identify cans as the most recyclable packaging. This figure highlights the need to strengthen information and awareness about material recycling. The report also confirms a shared responsibility throughout the supply chain: more than half attribute consumers the primary role in proper recycling, but industry, brands, waste management, and institutions remain key players. It is no coincidence that 87% of people believe that companies and manufacturers should be required to use fully recyclable packaging or packaging made from recycled materials.