Powering a Greener Future
Duracell is committed to driving positive impact on the environment and the communities relevant to our business. The aim is to be recognised as sustainability leader in the portable battery industry in Europe and Africa, and the primary partner of choice for stakeholders.
Commitments
Powering a Greener Future is our sustainability programme for Europe and Africa. It comprises of eight tangible commitments which we will achieve by 2030.
To support the new targets from the EU Battery Regulation, we are further reinforcing the focus on collecting used batteries:
- Help collect an additional 100 million used batteries through branded consumer campaigns
- Use recycled material for battery labels and 100% plastic-free packaging for alkaline cells
- Educate 200,000 students on sustainability and (battery) collection
As an industry leader in featuring child safety technology, we offer Lithium Coin batteries with double-blister plastic packaging, warning stickers on the cell and a special Bitrex® coating.
- Sell 100% of relevant Lithium coin batteries with a bitterant coating and in child-safe packaging
As part of our stakeholder outreach and ongoing engagement, we are committed to
- Regularly disclose our progress on Powering a Greener Future
Our passion for producing batteries that last longer translates also into a reduction of CO2 emissions:
- Improve the energy efficiency of our batteries by 15% across our portfolio.
Duracell has set two specific targets for the production and packaging units in Belgium:
- Zero waste-to-landfill
- 100% water replenishment
STAKEHOLDERS & MATERIALITY
Every year, we invite stakeholders to participate in our annual materiality survey. We want to understand the areas which are material to employees, customers, suppliers, law makers, NGOs and associations. The feedback serves as input for the company to prioritise the investment of time, money, and energy to ensure a sustainable future for the business in Europe & Arica, our business partners and the broader stakeholder community.
The three top material issues from the materiality survey 2025 were:
- Battery recycling and waste management – collecting and recycling batteries and packaging materials, using recyclable and recycled packaging, as well as identifying new ways for a full circular economic model for batteries.
- Climate change – global warming driven by greenhouse gas emissions, particularly CO2 emissions, resulting in severe weather conditions, higher cost of energy and raw materials and more regulation.
- Product quality, longevity and safety – offering batteries which are of the highest quality and endurance based on continuous improvement.
EU BATTERY REGULATION
What is the EU Battery Regulation?
The New Battery Regulation 2023/1542 is a cornerstone of the EU Green Deal and came into effect in August 2023 with a phased implementation timeline. Aimed at promoting a sustainable circular economy, the Regulation covers the entire life cycle of batteries sold in the European Union, from material sourcing and battery design to production, disposal, and recycling. This regulation applies to all portable batteries of general use, thus also our portfolio. Learn More.
SUSTAINABILITY IN ACTION
Emissions reduction
Over the years, we have accelerated our sustainability agenda for Europe and Africa. In September 2023, we completed the installation of more than 8,000 solar panels on our packaging and logistics centre in Heist-op-den-Berg/ Belgium. Along with various other efforts, we emit roughly 80% less CO2 in our European plants versus 2014.
Waste reduction and recycling
We have also been reducing plastic packaging for alkaline batteries from over 200 tons (2020) to projected 13 tons (2025). All cardboard packaging is made from recycled materials. Other raw materials such as steel, manganese or zinc are recuperated for various purposes.
Besides, we are proud to display the Nordic Swan Ecolabel, one of the world’s hardest-won environmental certifications. It certifies that the relevant products displaying the label are made in accordance with strict sustainable practices.
Partnership with European Academy of Paediatrics
In 2023, we joined forces with the European Academy of Paediatrics for a multi-year partnership. As a joint objective, we are raising awareness of the dangers of battery ingestion among parents and healthcare professionals. Meanwhile, we have produced a video, infographics for parents and health care professionals. Besides, we have engaged in various local information campaigns throughout Europe and in South Africa. The partnership was recently extended to 2027. Learn More.
FIND A RECYCLING CENTRE
How to recycle your batteries
- DO NOT put them in your home recycling bin as this will not work, batteries need to be separated from other types of waste before they are processed. (*2)
- There are thousands of places collecting batteries in the UK, so there will be a retailer which is convenient for you to visit. Simply put your post-code into the Battery Finder below and it will show you a number of places close to you where you can bring your batteries for recycling.
Want to learn about batteries for the B2B market?
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