The digital series, The Element of Choice: A Sustainable Future. It is set to reshape public perception of one of the UK’s most vital but overlooked materials: aluminium. Produced by Content With Purpose (CWP) in partnership with The Aluminium Federation (ALFED), the series explores how aluminium is accelerating innovation, sustainability, and energy security, and why it’s become a material of strategic importance across industries. Premiering as global conversations around decarbonisation and resource resilience intensify, The Element of Choice highlights aluminium’s unique role in supporting net zero targets, enabling circular economies, and bolstering the UK’s green industrial strategy. The series features powerful interviews, short films, and expert insights from across the aluminium supply chain, exploring themes such as skills, research and development, production, and recycling. Our Managing Director, Kirsty Davies-Chinnock, was delighted to be featured.