Global Survey: Circularity Enters the Public Vocabulary whileDeposit Return Schemes Are Winning Global Support

71% of people worldwide support Deposit Return Schemes (DRS), with trust at record highs — paving the way for circular systems that keep infinitely recyclable materials like drink cans in the loop. 

Brussels, 21 October 2025 — Circularity is becoming part of the public mindset, according to the third wave of the international study commissioned by Every Can Counts, conducted across 16 countries and more than 16,000 participants. Half of respondents associate circular packaging with being recycled back into the same type of product again and again, and only 43% with being reusable. At the same time, 57% define recyclable packaging as “designed for circularity”, showing that the concept resonates with consumers.

“Circularity doesn’t have to be complex,” said David Van Heuverswyn, Global Director of Every Can Counts. “Infinitely recyclable and already widely collected, aluminium cans are proof that truly circular packaging is possible. What’s missing is awareness.”At the system level, DRS is the public’s chosen path to make circularity real. 71% of people around the world express support for DRS, with trust even higher, as 88% believe containers returned through these systems are effectively recycled. Meanwhile, 87% agree that, to protect the environment, all single-use drink packaging — from drink cans to glass and PET bottles  — should be included.The context is urgent: nine in ten people worldwide see plastic waste as a key environmental issue, on par with climate change. Yet this is not just an environmental sentiment, it’s a behavioural direction. The findings reveal that convenience and incentives are key to influencing change in recycling habits. 71% even support adjusting deposit fees by container size, showing a clear preference for fair, impactful solutions. 

Public Mandate Across Borders

In Ireland, Romania, Hungary, and the Netherlands, where DRS is already in place, 90% of people surveyed say they participate in DRS, showing how quickly the habit takes hold. Among non-DRS countries, support ranges from 58% in the USA to 86% in Serbia, with Brazil also high at 85%. In countries preparing legislation, such as Belgium and Greece, majorities back DRS but call for clearer information and simpler processes.

Baby Boomers Convinced, Gen Z Needs Convincing

Support for DRS rises steadily with age: 59% among Gen Z, 67% among Millennials, 74% among Gen X, and 80% among Baby Boomers. This suggests near consensus among older generations, while younger audiences see promise but want education and targeted engagement to build buy-in.

From Policy to Drink Packaging: Bridging the Awareness Gap

The study positions DRS as more than a collection mechanism — a bridge between consumer behaviour and true circularity, while revealing an awareness gap. Only 17% of people identify aluminium drink cans as “the most recyclable” beverage packaging, despite the fact that the can is the most recycled beverage container in the world, with a 71% global recycling rate, compared with 34% for glass and 40% for PET (source: Eunomia Research & Consulting commissioned by IAI*). According to the same analysis, aluminium cans also have a 33% closed-loop recycling rate, the highest among single-use beverage containers.

“As DRS adoption expands, its high-quality, low-contamination collection will further increase aluminium’s recycling performance, keeping valuable material in circulation, enabling more drink cans to be recycled into new ones, and preventing the 29% still lost to landfill each year,” commented Alexandra Williams, Chair of Every Can Counts.

When asked who should be responsible for drink-can recycling, 53% of people see consumers as most responsible. The overall picture, however, is one of shared accountability where progress depends on collaboration among people, industry, and policymakers.

One Truth is Universal: People Recycle More When It Feels Rewarding

Beyond policy and material performance, the survey confirms that experience matters. 71% of respondents say they would recycle more if the process were fun or interactive, highlighting that engagement is the missing piece in waste management systems.

“The data show what we see at Every Can Counts every day: people do care, they just want to feel part of the change and understand why true recycling matters,” added David Van Heuverswyn. Deposit Return Schemes are the start, not the finish, and Every Can Counts is working across 21 countries to keep educating consumers about the remarkable sustainability credentials of the aluminium drink can.”

Global Recycling Habits and Attitudes 2025, commissioned by Every Can Counts. Read the full survey.

*Source: Eunomia Research & Consulting commissioned by IAI. Read the full study. 

About Every Can Counts (ECC) 

Established in 2009 in the UK, Every Can Counts is the leading international awareness programme dedicated to inspiring and empowering people to recycle their drink cans wherever they are — at home, at work, or on the go. Active in 21 countries across Europe, as well as Brazil, the United Arab Emirates, and the United States of America, the initiative celebrates the infinite recyclability and circular potential of every can recycled into a new one, turning everyday actions into lasting impact.

More information: www.everycancounts.eu

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For more information, please contact: GLOBE & TROTTER - Haris Stavridis: haris@globeandtrotter.com, UCME - Eirini Topouzidou: eirini@ucme.gr

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