After the integration of OEA in 2015, the time was ripe to clarify its purpose, image and message in order to truly be the single voice of the aluminium industry in Europe. The association, renamed European Aluminium, initiated a repositioning that would affect both its vision and all of its practices. The repositioning coincided with the launch of a comprehensive
Sustainability Roadmap Towards 2025, the industry’s voluntary contribution to addressing environmental, economic and societal challenges. The organization further strengthened its strategic pathway with the creation of key milestones: the “Innovation Hub” and the “Drivers of Change” in 2016, the I+ Manifesto in 2018, and Vision 2050 and the Circular Aluminium Action Plan in 2019 and 2020, respectively.