Recyclebank, Coors Partners on New Aluminum Recycling Program

Recyclebank, in partnership with the Coors Brewing Company, has launched an online awareness campaign that seeks to educate consumers even more about aluminum recycling. Bringing Recyclebank’s 4 million users together with Coors’ record as a company among the leaders in can recycling, the $250,000 pledge from Coors via purchases of beer tagged with the campaign’s logo will help Recyclebank’s mission to promote more ecologically responsible waste disposal.

“The Case for Cans” online campaign will reward Recyclebank users for their participation in the program and will share facts about aluminum that consumers may not necessarily know. For Recyclebank, this program is a chance to score more users thanks to a partnership with a leading beverage brand. And for Coors, which claims to have invented the first 100 percent recyclable aluminum can in 1959, The Case for Cans initiative is an opportunity to burnish the sustainability credentials of its parent company, Molson Coors.

In a telephone interview yesterday with Recyclebank’s VP of Client Services Kate Durkin, she explained how this program should boost engagement with consumers with a focus on fun and catchy facts instead of overwhelming statistics. “Our 4 million members are looking for education about recycling,” said Durkin, “and having a partnership with a mainstream company offers a reach that can be exponential.”

Aluminum recycling is already the leading waste diversion success story in the U.S., but still has much room for improvement. According to Recyclebank, 105,784 cans are recycled every minute, or 55 billion cans annually. Two-thirds of the aluminum ever produced is still in use today, and the recycling process of on average aluminum can is 60 days from collection to recycling to reentry on a supermarket shelf. One consumer who recycles one can a day for a week can save enough energy to power a television for 21 hours.

Recyclebank’s newest campaign follows in the footsteps of partnerships this certified B Corp has had with other major brands. Coca-Cola, Unilever and SC Johnson are among the companies with which Recyclebank has partnered. As for measuring the success of this campaign after it concludes March 21, Durkin explained the company will look at everything from social media participation to time spent on Recyclebank’s web pages outlining this program. Education is a key component of instilling sustainable behavior, and to that end, Recyclebank more than holds its own on this front.

Leon Kaye, based in Fresno, California, is a sustainability consultant and the editor of GreenGoPost.com. He also contributes to Guardian Sustainable Business; his work has also appeared on Sustainable Brands, Inhabitat and Earth911. You can follow Leon and ask him questions on Twitter or Instagram (greengopost). He will explore children’s health issues in India February 16-27 with the International Reporting Project.

[Image credit: Coors Brewing Company]