Late in 2025, Every Can Counts - a global initiative promoting the recyclability of aluminium cans - released an extensive study into consumer recycling habits and attitudes. The research explored trust in deposit schemes and generational views on recycling. While recycling and circularity have become part of everyday language, a closer look at consumer attitudes reveals a more nuanced picture.
One of the most striking findings was the difference in engagement between generations. Gen Z, aged 16 to 28, care deeply about the environment yet appear less familiar with current recycling systems. They rank climate change, plastic waste, and sustainability among their top priorities. However, when asked about the UK’s upcoming Deposit Return Scheme (DRS), only 59% expressed support, compared to 77% of Baby Boomers.
Whether this demonstrates a sign of indifference or a gap in understanding, what it does show is that there is still a battle to be won on communications. Although the UK has a long history of glass bottle deposit return schemes, younger generations have grown up in a plastic-dominated drinks container world where disposal has come with no logistical cost. However, as the UK DRS ramps up its operations and communications ahead of its launch in 2027, hopefully this trend will change.
Why the disconnect? For many younger consumers, the survey suggests that recycling feels like a system with invisible results. They want to see impact, not just process. Misconceptions also play a role: 41% of Gen Z believe plastic bottles are more recyclable than aluminium cans, despite aluminium being infinitely recyclable and able to return to shelves in as little as 60 days.
Responsibility is another interesting dimension. While 74% of Gen Z believe companies should use fully recyclable materials, only 39% think brands should lead recycling efforts. Instead, 45% assign responsibility to government - nearly double the rate of older generations. This points to a strong expectation for political leadership and solutions.
Convenience and engagement also matter. 64% of Gen Z say they would recycle more if the process were more interactive, and 80% would do more if they understood the environmental impact. Clear communication and accessible return points will make a difference if there is buy-in.
Ultimately, the survey raises some interesting questions on generational attitudes. Could clearer messaging close the awareness gap across all generations? What role might interactive campaigns play in engaging younger audiences? And how do we balance convenience with accountability across consumers, brands, and government?
At Novelis, we believe that knowing what drives people to recycle can make a big difference. If everyone feels informed, involved, and confident in recycling programmes, we can boost participation and move closer to true closed-loop recycling.
