Anhui Biopin IOT Group

As the UK navigates a competitive global industrial landscape, aluminium—an often overlooked "strategic material"—is gaining attention through a new campaign, The Element of Choice. Launched by ALFED in partnership with Content With Purpose and industry stakeholders, the initiative aims to reframe public and policy perception of aluminium, positioning it as central to the UK’s economic resilience, energy transition, and technological innovation. Why Aluminium Matters: A Hidden Economic Driver Aluminium contributes over £2 billion to UK GDP annually and supports 120,000 jobs. Used in electric vehicles, aerospace, and sustainable construction, it is classified by NATO as a critical material for global security. Yet despite its versatility—from lightweight EV components to infinitely recyclable "urban ore"—it suffers from a "visibility problem": Industrial policy rarely prioritizes aluminium alongside steel. Public understanding is limited, often tied to "scrap" or waste. The UK exports 80% of its recovered aluminium scrap, losing £3.7 billion in circular economy value annually. The Campaign: Reframing the Narrative The Element of Choice uses a content film and digital series to spotlight UK aluminium’s impact, featuring industry leaders from Boal UK Extrusion, Novelis UK, and advocates like Women With Metal. Key messages include: Aluminium is not waste but a sustainable resource central to net-zero goals. It drives innovation in sectors like defence, clean transport, and urban regeneration. The campaign aligns with the UK Aluminium Alliance and Back British Metals movement, pushing for policy reforms. Calls to Action: Policy and Industry Collaboration ALFED and partners are advocating for: A national scrap retention strategy to keep value domestically. Formal recognition of aluminium in net-zero and procurement policies. An Aluminium Centre of Excellence for SME innovation. Energy pricing parity with other foundation industries. Public education to promote aluminium as a career of the future. A Catalyst for Change The campaign aims to shift narratives—from "scrap" to "resource," and from "afterthought" to "strategic asset." As ALFED highlights, aluminium’s potential to drive a circular, low-carbon economy demands collective action from policymakers, industry, and the public. With the film as a tool for advocacy, the UK aluminium sector seeks to claim its role in shaping a "stronger, smarter industrial future." For more, visit ALFED’s initiative or join the #BackBritishMetals movement.

The UK recycled 157,049 tonnes of aluminium packaging last year, exceeding targets by 8,579 tonnes, per Environment Agency data.   Key Stats:   114,462 tonnes: Kerbside & public recycling   41,635 tonnes: Recovered from incinerator waste   81% recycling rate for beverage cans   Industry Insight (Tom Giddings, Alupro): "Two decades of infrastructure investment are paying off. Now, policies like Deposit Return Schemes (DRS) and PRN reform can push rates even higher."   Why It Matters: Aluminium’s infinite recyclability aligns with UK sustainability goals, but systemic changes are needed to maintain progress.

The UK aluminium industry has secured a critical win with the removal of US tariffs, boosting export confidence. Now, The Element of Choice: A Sustainable Future—a new digital series by ALFED and Content With Purpose—aims to spotlight aluminium’s role in the UK’s green economy.   Key Highlights:   Strategic Shift: Aluminium is now central to UK decarbonization, EVs, and energy infrastructure.   Industry Collaboration: Features insights from Novelis, BOAL Extrusion, and others on recycling and low-carbon innovation.   Advocacy Push: ALFED urges formal recognition of aluminium as a critical material in UK policy. Expert Quote: “Aluminium isn’t just a material—it’s an enabler of net-zero futures,” says ALFED CEO Nadine Bloxsome.   Why It Matters: With 75% of all aluminium ever made still in use, its infinite recyclability aligns with circular economy goals. The series amplifies its untapped potential.