Ecoembes has launched a new business alliance under the project “Third in Age, First to Recycle”, aimed at empowering older adults as active participants and ambassadors in the circular economy. This initiative, which has been operating in collaboration with regional administrations since 2017, now enters a new phase by extending its reach into the private sector through the involvement of nine companies managing residential and day care centers across Spain.
A Nationwide Commitment
The alliance has already been joined by:
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Amavir
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Caser Residencial
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Clece
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DomusVi
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Fundación Gerón
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Ilunion VidaSénior
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Macrosad
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Sanivida
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Villa Saluten
Together, these organizations represent nearly 500 care centers, reaching approximately 40,000 elderly individuals who will now have increased access to recycling infrastructure and education.
According to the Spanish National Institute of Statistics (INE), people over the age of 65 make up more than 20% of the country’s population. Ecoembes sees this demographic not as a challenge but as an opportunity. Through this project, the elderly are not only included but empowered to lead by example in Spain’s mission to achieve a waste-free future.
Inclusive Circularity and Environmental Awareness
The presentation of the alliance took place at Ecoembes headquarters, where CEO Rosa Trigo and Director of Legal and ESG Affairs Dorleta Vicente addressed executives from the nine partner companies. Vicente emphasized:
“At Ecoembes, we believe in an inclusive model of recycling that fosters social participation. This new alliance marks a step forward in the senior care sector. Our goal is to empower the elderly in the journey toward a more circular society.”
As part of the initiative, Ecoembes will supply participating centers with:
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1,700+ yellow and blue bins for proper waste segregation (yellow for plastic, metal, and cartons; blue for paper and cardboard)
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Training programs for staff to support effective recycling practices
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Educational and recreational activities to raise awareness and encourage participation among residents
Engagement Through Activities
The project also includes creative, participatory events designed to make recycling more engaging for seniors. These include:
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Outdoor clean-up trips through LIBERA Senior to combat littering
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Intergenerational activities involving children and seniors
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Recycling-themed games, such as “Recycling Bingo,” tailored to senior users
These initiatives help bridge generations and create a sense of community while reinforcing sustainable habits.
An Expanding Legacy
Since its inception in 2017, the “Third in Age, First to Recycle” program has already reached more than 800,000 elderly individuals in 14 autonomous communities and Melilla, thanks to collaboration with public institutions. This latest step, involving private sector partners, broadens the impact and reinforces the role of older adults in creating a sustainable future.
You can read the full article here Ecoembes Official Website – “Terceros en edad, primeros en reciclar”