Gen Z least likely to back UK DRS, data shows
Image: Every Can Counts
According to new UK research commissioned by recycling not-for-profit, Every Can Counts (ECC), only 59% of Gen Z (16-28s) support Deposit Return Schemes (DRS), compared with 77% of Boomers (55-74s).
The findings reveal a surprising generational divide at a time when young people are driving climate activism and demanding greater corporate accountability. While Gen Z are vocal about sustainability, they appear less convinced that existing recycling systems deliver genuine, visible impact.
Across the UK, enthusiasm for DRS grows steadily with age – 59% of Gen Z, 66% of Millennials, 75% of Gen X and 77% of Boomers support it. Yet only 29% of Gen Z say they’re familiar with how DRS actually works, suggesting an awareness and engagement gap rather than a lack of concern.
This comes as the UK prepares to launch its own Deposit Return Scheme in 2027 – a system that will see consumers pay a small, refundable deposit on drink containers, reimbursed when empties are returned for recycling. While seven in ten Brits back the scheme, fewer than half say they fully understand how it will operate, indicating that awareness is lagging behind support – particularly among younger people.
Across all age groups, 64% say they would recycle more if the process were fun or interactive, while 80% say they would recycle more if they better understood the environmental impacts of recycling.
Gen Z also embrace the language of sustainability but are less certain about its meaning. Only 44% correctly associate “circular packaging” with being recycled into the same type of product repeatedly – the lowest of any age group. Meanwhile, just 50% define “recyclable packaging” as being designed for circularity, compared with 56% of Boomers.
At the same time, 74% of Gen Z believe brands should be required to use fully recyclable or recycled materials – a principle backed by 94% of Boomers. Yet despite calling for greater corporate responsibility, Gen Z are the least likely to say brands are responsible for drink can recycling. Only 39% of Gen Z in the UK assign responsibility to brands, compared with 44% of Millennials and 47% of Gen X, before falling again to 37% among Boomers. Gen Z are also the least likely to place responsibility on consumers, at just 49%, versus 72% of Gen X and 70% of Boomers. Instead, they put the greatest onus on government, with 45% saying it should take the lead – almost double the proportion of Boomers (26%).
Chris Latham-Warde, programme manager for Every Can Counts, said: “This data challenges assumptions about Gen Z and the environment. Young people care deeply about the planet, but our results suggest Gen Z are less informed about how deposit return schemes work and this could have a negative impact on recycling behaviours. Ahead of the UK’s Deposit Return Scheme launching in 2027, it is important to close this awareness gap so that members of the public engage with the scheme from day one and contribute to high collection rates.”
Despite aluminium cans being the world’s most recycled beverage container, many young people think otherwise. Only 20% of people overall identify cans as the most recyclable packaging, while 41% of Gen Z believe plastic bottles are more recyclable. Every Can Counts sees this as a major opportunity to close the knowledge gap and highlight the circular credentials of the humble can.
