As the UK navigates a competitive global industrial landscape, aluminium—an often overlooked "strategic material"—is gaining attention through a new campaign, The Element of Choice. Launched by ALFED in partnership with Content With Purpose and industry stakeholders, the initiative aims to reframe public and policy perception of aluminium, positioning it as central to the UK’s economic resilience, energy transition, and technological innovation.

Why Aluminium Matters: A Hidden Economic Driver

Aluminium contributes over £2 billion to UK GDP annually and supports 120,000 jobs. Used in electric vehicles, aerospace, and sustainable construction, it is classified by NATO as a critical material for global security. Yet despite its versatility—from lightweight EV components to infinitely recyclable "urban ore"—it suffers from a "visibility problem":

Industrial policy rarely prioritizes aluminium alongside steel.

Public understanding is limited, often tied to "scrap" or waste.

The UK exports 80% of its recovered aluminium scrap, losing £3.7 billion in circular economy value annually.

The Campaign: Reframing the Narrative

The Element of Choice uses a content film and digital series to spotlight UK aluminium’s impact, featuring industry leaders from Boal UK Extrusion, Novelis UK, and advocates like Women With Metal. Key messages include:

Aluminium is not waste but a sustainable resource central to net-zero goals.

It drives innovation in sectors like defence, clean transport, and urban regeneration.

The campaign aligns with the UK Aluminium Alliance and Back British Metals movement, pushing for policy reforms.

Calls to Action: Policy and Industry Collaboration

ALFED and partners are advocating for:

A national scrap retention strategy to keep value domestically.

Formal recognition of aluminium in net-zero and procurement policies.

An Aluminium Centre of Excellence for SME innovation.

Energy pricing parity with other foundation industries.

Public education to promote aluminium as a career of the future.

A Catalyst for Change

The campaign aims to shift narratives—from "scrap" to "resource," and from "afterthought" to "strategic asset." As ALFED highlights, aluminium’s potential to drive a circular, low-carbon economy demands collective action from policymakers, industry, and the public. With the film as a tool for advocacy, the UK aluminium sector seeks to claim its role in shaping a "stronger, smarter industrial future."

For more, visit ALFED’s initiative or join the #BackBritishMetals movement.