Recycle Week is a celebration of recycling across the nation
Recycle Week is Recycle Now’s annual flagship campaign. Retailers, brands, waste management companies, trade associations, governments and the media come together to achieve one goal: to help people recycle more of the right things, more often.
Recycle Week 2025
Recycle Week 2025 ran from 22-28 September. We continued our highly successful ‘Rescue Me! Recycle’ campaign, adding new characters to highlight commonly miscaptured items that can be recycled.
Recycle Week 2025 was sponsored by Haleon and Colgate-Palmolive to launch Minty the toothpaste tube, a new character in the recyclable crew.
Through a game-changing cross-industry collaboration, toothpaste brands have enabled toothpaste tubes to be recycled for the first time. Minty helped spread the word that toothpaste tubes no longer need to end up in the bin.
Recycle Week 2025 was also kindly supported by Boots, with their Recycle At Boots scheme enabling customers to reduce bathroom waste.
#RecycleWeek
Opportunities to get involved
Recognition of our Recycle Now ‘swoosh’ is high, with 80% of citizens recalling the logo.
Celebrating Recycle Week across your channels will align your brand with this key behaviour change moment, demonstrating that your brand takes sustainability seriously.
If you are interested in becoming an official sponsor of Recycle Week, get in touch: [email protected]
Recycle Week through the years
Since 2004 Recycle Week has been the nation's largest recycling behaviour change campaign moment.
Backed by extensive behavioural insights, Recycle Week has motivated citizens to recycle using the power of its one voice through a wide range of media.
Our research
Recycle Now is driven by world-class behavioral insights. Through WRAP’s Recycling Tracker, we know that 88% of UK households regularly recycle. This is a testament to the focus and investment from Recycle Now and its partners over the years.
However, data from our Recycling Tracker highlights that 87% of UK households attempt to recycle one or more items which are not accepted in kerbside recycling. 57% of UK households miss one or more items which could be recycled at the kerbside.
With the introduction of Simpler Recycling in 2026, new Government legislation for England, this presents an opportune moment to continue influencing recycling behaviours.
Recycle Week 2024
Recycle Week 2024 focused on rescuing recyclable items from the rubbish bin.
We brought this to life with our recyclable crew, made up of the top five items often missed in recycling across the UK. Alongside Recycle Week ambassador JJ Chalmers and WRAP CEO Harriet Lamb, we visited 10 Downing Street to highlight how one billion items that could be recycled are ending up in the bin each year in UK homes
Recycle Week 2024 was generously sponsored by Boots and Tesco supporting our mission to inspire everyone to rescue those recyclables.