La Spanish Association of Paper and Cardboard Recyclers and Recoverers (REPACAR) launches its 2026 summer campaign under the slogan “Silent superheroes. This summer, be their ally.”, an initiative that seeks to recognize and highlight the work done by recovery and recycling companies, while appealing to citizen collaboration to improve the quality of recovered material.
During the summer months, changes in consumption habits, increased commercial and tourist activity, and the growth of e-commerce can increase the volume of paper and cardboard waste that must be managed by companies in the sector. In this context, REPACAR wants to highlight a reality that often goes unnoticed: the essential role of those who make it possible for used paper and cardboard to be transformed back into raw materials.
Behind every box, every container, or every sheet of recycled paper are thousands of professionals who collect, clean, sort, and prepare the waste so it can be reintegrated into the production cycle. Their work is essential for the circular economy to function efficiently and for paper and cardboard waste to have a new life.
“When we talk about recycling, we usually think about the bin, but rarely about the people and companies that make it possible for that waste to become a resource again. With this campaign, we want to recognize that daily work and remind everyone that the circular economy is based on a committed, specialized industry prepared to respond to the environmental and productive needs of our society,” he points out. Gloria Lázaro, General Director of REPACAR.
Recycling, a shared mission
With the slogan “Silent Superheroes. This summer, be their ally,” the campaign invites citizens to become active participants in the recycling system. REPACAR reminds everyone that only clean, properly separated paper and cardboard should be placed in the blue container, avoiding any unsuitable materials that could hinder the recycling process.
Although recovery and recycling companies play an essential role in closing the loop on paper and cardboard, the process begins much earlier: in every home, business, office, or industry where waste is properly separated. A simple action like folding boxes, removing remnants of other materials, or avoiding depositing other waste with paper and cardboard helps improve the quality of the recovered material and facilitates its subsequent recycling.
“Recycling and recovery companies are an essential part of the circular economy, but they need everyone’s collaboration. Every box, every container, and every paper or cardboard product that is properly separated helps improve the quality of the recovered material and allows it to be transformed back into a new resource. Recycling is a shared mission, and citizens are essential allies in achieving it,” Lázaro adds.
With this initiative, REPACAR seeks to reinforce the social recognition of a sector that is strategic for the Spanish circular economy and to highlight the role of recovery companies as essential agents in the efficient management of resources, the reduction of environmental impact and the advancement towards a more sustainable production model.
More information about the campaign can be found at: https://www.repacar.org/superheroes-silenciosos/
