The Aluminium Federation (ALFED) is partnering with Content With Purpose (CWP) to create a forward-thinking digital series that explores the vital role of aluminium in shaping the nation’s future – driving economic growth, sustainability, and energy security.
The Element of Choice: A Sustainable Future will feature a suite of engaging content, including short films and expert interviews. It will delve into the aluminium landscape in the UK, meeting inspiring individuals and organisations driving progress across R&D, technology, innovation, skills and collaboration throughout the value chain. It will spotlight best practice across production, fabrication and recycling, as well as connected efforts to support the industry’s thriving future.
The series will raise awareness for aluminium as a truly strategic metal – highly durable, affordable, infinitely recyclable, and vital to the UK manufacturing sector. Highlighting aluminium’s crucial role in advancing sustainability across industries, stories will reveal its transformative potential in renewable energy technology, electronics, vehicle lightweighting, sustainable packaging, and low-energy buildings.
Prominent voices within the industry will discuss both the challenges and opportunities facing the sector, including issues around skills shortages, diversity, supply chains complexities, regulatory pressures, and the urgent need to drive progress in waste reduction, circularity and energy management.
The series is set to launch in June 2025 following a preview at an ALFED event in late May. It will then be promoted through an extensive digital marketing and communications campaign, with tailored content for specific audiences including ALFED members and the wider UK and international aluminium industry, adjacent sectors, policymakers, academia, and young people. Additonally, the series will be showcased at the UK Metals Expo in September 2025.
ALFED Chief Executive Officer, Nadine Bloxsome said: ”As we look to the future, aluminium’s role in driving sustainability and economic growth has never been more critical. This series will shine a light on pioneering work happening across the UK, from cutting-edge research to innovative recycling practices. We’re proud to partner with CWP to tell these stories and reinforce aluminium’s place as the element of choice for a sustainable future”.
Max Smith, Founder & Managing Director, CWP, said: “The aluminium industry is a cornerstone of sustainable progress, with far-reaching impacts across numerous sectors. Through this series, we aim to spotlight the stories, innovations, and people driving this transformative material forward. Our partnership with ALFED will bring these narratives to life, engaging diverse audiences and sparking meaningful change”.
CWP is a strategic content creator that works in partnership with leading member bodies and associations; engaging professionals in their industries’ role in creating a better tomorrow.
Organisations interested in contributing to the series are encouraged to contact Isobel John, Series Researcher at CWP to learn more: isobel@contentwithpurpose.co.uk
