For the first time in the Middle East, Dubai played host to the ‘Every Can Counts Global Managers Meeting,’ a dynamic four-day event that brought together sustainability champions and communications experts from more than 21 countries. This landmark gathering marked a pivotal moment for the innovative programme, which is dedicated to inspiring people to recycle their aluminium cans wherever they are.
Emirates Global Aluminium (EGA), the UAE’s largest industrial company outside the oil and gas sector, joined forces with leading can-makers Crown and CANPACK to introduce the Every Can Counts programme in the UAE during COP28. This initiative is designed to encourage consumers to sort and recycle aluminium cans, supporting efforts to reduce emissions and conserve valuable resources.
A global platform for sharing best practices
Set against Dubai’s forward-thinking landscape, the four-day event served as a global platform for sharing best practices, building capacity, and advancing strategies to boost aluminium can recycling rates worldwide. Attendees participated in hands-on workshops, strategic discussions, and immersive field visits at local aluminium production and can manufacturing sites, effectively blending insight with action.
“The UAE is rapidly emerging as a hub for sustainability and circular economy initiatives. Hosting the country managers meeting in Dubai reflected our shared global responsibility to inspire behaviour change and boost recycling rates. I thank our partners—Emirates Global Aluminium, Crown, and CANPACK—for their commitment to a more sustainable world,” said David Van Heuverswyn, Global Director of Every Can Counts.
Delegates explored fresh opportunities to embed the Every Can Counts message into everyday life—at music festivals, sporting events, schools, workplaces, or public streets. The goal is to mainstream can recycling and empower communities to close the loop on one of the planet’s most sustainable materials.
Aluminium cans – the champion of circular economy
The UAE’s bold national targets for waste reduction and achieving net-zero emissions provided a fitting backdrop for the meeting. Local sustainability initiatives showcased during the event illustrated how regional innovation can drive meaningful global change.
Central to the discussions was the role of aluminium cans in advancing circular economy objectives. Infinitely recyclable and lightweight, aluminium stands out as a highly sustainable option for beverage packaging. Remarkably, approximately 75% of all aluminium ever produced is still in circulation today, making it the most recycled material globally.
Guided by its vision to ensure every can, everywhere is recycled into a new one, **Every Can Counts** has aligned its goals with the global aluminium industry’s targets. These include achieving an 80% recycling rate for drink cans by 2030 and nearing 100% by 2050. Such ambitious commitments unite participating countries, partners, and communities in a common mission: to close the loop on aluminium and keep valuable resources in continuous use.
Through tailored campaigns across Europe, Latin America, the USA, and now the Middle East, the Every Can Counts programme is dedicated to raising public awareness and inspiring lasting behavioural change, empowering individuals to contribute to a more sustainable future.
