After raising awareness among thousands of citizens and establishments about the importance of recycling glass packaging through the campaign “Recycling Is Giving More and Receiving the Future,” LIPOR now launches a new phase of this initiative. Under the banner “The Glass Does Not End Here,” the campaign evolves from awareness to action, promoting a change in behavior that reinforces the continuity of the glass cycle after consumption, as disclosed in a press release.
According to the same source, funded by Sociedade Ponto Verde, this new phase consists of an integrated program of communication, awareness, and behavioral activation, aimed at the HORECA channel (hotels, restaurants, and cafés) and at the citizens of the municipalities associated with LIPOR. The goal is to make the recycling of glass packaging an intuitive and natural gesture, contributing to an increase in recycling and to the achievement of national and European targets.
Recycling Is Giving More and Receiving the Future because the story may not end here
If the first phase of the campaign aimed to affirm that recycling is giving more and receiving future, this new phase shows how that future is built. The message “The Glass Does Not End Here” reminds that the moment a glass container is emptied does not represent the end of its story. On the contrary, it is at that moment that a new cycle begins, provided the container is correctly recycled and directed to recycling.
To bring this decision closer to the moment it happens, the campaign relies on behavioral activation techniques (nudging), intervening both in the areas visible to consumers (front-of-house) and in the operation zones of the establishments (back-of-house). Through messages, signage, supporting materials, and proximity actions, LIPOR aims to facilitate the adoption of sustainable behaviors without increasing the effort for those who practice them.
In parallel, a multimedia campaign will be developed that will reinforce this message among citizens, promoting greater literacy about the glass recycling cycle and the impact that a simple gesture can have on the preservation of natural resources.
A challenge that requires everyone’s participation
Portugal continues to face an important challenge in meeting the European targets for recycling of glass packaging. In 2024, the national recycling rate stood at 50.4%, below the 70% target set by the European Union.
In this context, the HORECA channel assumes a particularly relevant role, due to the amount of glass packaging it uses daily and the potential to influence behavior among employees and customers. But the change also depends on millions of individual decisions made every day, at home, in restaurants, in cafés or in moments of leisure.
A commitment to the circular economy
With this new phase of the campaign “Recycling Is Giving More and Receiving the Future,” LIPOR reaffirms its commitment to promoting the circular economy and to building increasingly participatory and environmentally responsible communities.
Because recycling is giving more and receiving the future. And that future begins when each packaging is correctly recycled. After all, glass does not end here.
