The study was commissioned by Every Can Counts and conducted across 16 countries with more than 16,000 participants. It indicates that circularity is becoming part of general public understanding, particularly in relation to packaging and recycling systems.
In the United States, 58% of respondents support DRS, often referred to as recycling refund systems. Globally, support is higher at 71%. Trust in these systems is also strong: 88% of respondents worldwide believe that containers returned through DRS are effectively recycled. Performance data supports this perception. In the United States, aluminum beverage cans sold with a deposit achieve a recycling rate of 75%, compared with 37% for cans sold without a deposit. In many countries, DRS programmes consistently reach recycling rates above 90%.
The findings align with earlier research. A 2022 survey of U.S. voters also showed strong support for DRS. Currently, ten U.S. states and Guam operate deposit systems, with approval among residents in those jurisdictions reaching 90%.
The survey further highlights how consumers interpret circularity. Half of respondents associate circular packaging with repeated recycling into the same product, while 43% link it with reusability. At the same time, 57% define recyclable packaging as “designed for circularity”, indicating growing familiarity with the concept.
Support for comprehensive systems is also evident. Globally, 87% of respondents agree that all single-use beverage packaging, including aluminum cans, glass bottles and PET bottles, should be included in deposit systems. Environmental concern provides important context: around 90% of respondents worldwide identify plastic waste as a major environmental issue, on a level comparable to climate change.
Behavioural aspects play a significant role. The survey shows that convenience and financial incentives are key drivers of recycling behaviour. A total of 71% of respondents support variable deposit fees based on container size, suggesting acceptance of differentiated pricing models.
Support for DRS increases with age. Among U.S. respondents, approval stands at 59% for Generation Z, 67% for Millennials, 74% for Generation X and 80% for Baby Boomers. This trend indicates broad acceptance among older age groups, while younger respondents show potential for higher engagement through targeted information and education.
The study also identifies an awareness gap regarding material performance. Only 17% of respondents recognise aluminum beverage cans as the most recyclable beverage packaging, despite global recycling rates of 71% for aluminum cans, compared with 34% for glass and 40% for PET. Aluminum cans also show a closed-loop recycling rate of 33% globally, meaning material is recycled back into cans. In the United States, this closed-loop rate reaches 97%.
Beyond system design and material characteristics, user experience influences participation. According to the survey, 71% of respondents say they would recycle more if the process were more engaging or interactive, underlining the importance of consumer-facing elements in waste management and recycling systems.
