Survey confirms that the term circularity has now entered the public vocabulary, with consumers ready to take responsibility for their own recycling and to place their trust in a deposit return scheme (DRS).
Circularity is becoming part of the public mindset, according to the third wave of an international study commissioned by Every Can Counts, conducted across 16 countries and more than 16,000 participants.
Feedback from Global Recycling Habits and Attitudes 2025 also shows almost 3 in 4 people worldwide (71%) support DRS initiatives, with trust at record highs — paving the way for the roll-out of circular systems.
In fact, half of all 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.
We already have the solutions, says David Van Heuverswyn, Global Director of Every Can Counts:
“Circularity doesn’t have to be complex. Infinitely recyclable and already widely collected, aluminium cans are proof that truly circular packaging is possible. What’s missing is awareness.”
Consumers want incentives and convenience
At a system level, DRS is the public’s chosen path to make circularity real. Not only do 71% of people express support, but 88% believe containers returned through DRS systems are effectively recycled.
Meanwhile, nearly 9 out of every 10 respondents (87%) agree that, to protect the environment, all single-use drink packaging — from drink cans to glass and PET bottles — should be included.
Findings also reveal convenience and incentives are key to influencing change in recycling habits — 71% even support adjusting deposit fees by container size, expressing a preference for fair, impactful solutions.
Public mandate knows no borders
Acceptance is on the rise worldwide. In Ireland, Romania, Hungary, and the Netherlands, where DRS is already in place, 90% of people surveyed say they participate in schemes, showing how fast habits take 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, whilst majorities back DRS, there is also a call for clearer information and simpler processes, showing how awareness-building still matters.
Boomers convinced; Gen Z less so
Interestingly, 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 amongst older generations, while younger audiences see promise but want education and targeted engagement to build buy-in.
Overall, the study positions DRS as more than a collection mechanism — a bridge between consumer behaviour and true circularity, while revealing an awareness gap.
Public support for DRS is good news for resources, explains Alexandra Williams, Chair of Every Can Counts:
“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.”
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.
Policy to packaging… and people
Beyond policy and material performance, the survey confirms that experience matters.
Some 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.
People are positive about involvement, but need help and information, concludes David Van Heuverswy:
“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.
“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.”
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. Today, the initiative is active in 21 countries across Europe, plus Brazil, the UAE and USA.
Further Reading:
- More about the survey Global Recycling Habits and Attitudes 2025; and Every Can Counts;
- Also on SustMeme, First European capital rolls out reusable cup system;
- Also on SustMeme, Eco packaging in flat-out first for organic wine;
- Also on SustMeme, Packaging: cutting plastic and carbon from katsu curry;
- Also on SustMeme, Pollution on rise as only 9% plastic waste recycled;
- Also on SustMeme, How can we close the global Circularity Gap?
Check out the full archive of stories on the SustMeme Circular Economy Channel, now available to Sponsor.
