More Than Just Recycling: Geneco’s Sustainability Initiative Sparks Partnerships for Change
- circular connection
- 1 day ago
- 3 min read
Behind the growing collection figures is a deeper movement — one where every partner and participant plays a role in Singapore’s green journey.
Image: Geneco
Every Lunar New Year, red packets exchange hands in the spirit of celebration and good fortune. But for Geneco, the real value begins after the festivities. As Singapore’s leading residential electricity retailer, Geneco has used the red packet as a powerful symbol for driving environmental responsibility. Their Used Red Packet Recycling Initiative, now in its fifth year, has grown far beyond a simple collection campaign.
Rooted in the values of the #ForestOfProsperity campaign, the initiative celebrates family bonds as a foundation of societal well-being. It encourages meaningful change that begins with everyday traditions and extends across generations. At its core, the campaign lays the groundwork for sustained community engagement around sustainability.
Image: Geneco
What began in 2021 with just 28 bins and a modest collection of 410kg of red packets has evolved into a record-breaking nationwide effort. This year, over 5,296kg of red packets were collected from 194 bins located in malls, community spaces, hospitals, schools, and government offices. The message is clear: Singaporeans are not only aware, but increasingly willing to take part in eco-conscious practices.
Yet the real story lies beyond the scale of the initiative. It is in how the campaign is deepening relationships and activating new voices in the sustainability space. From retail partners like REFASH and IUIGA to national institutions such as the National Environment Agency (NEA) and the Singapore Tourism Board (STB), the initiative is becoming part of a larger ecosystem of organisations working together toward a shared cause.
One of this year’s standout additions was The Bettering Branch, a youth-led group that mobilised 13 junior colleges in an inter-school red packet collection challenge. The campaign became a platform for students to link climate awareness with tangible action, resulting in the collection of 435kg of used red packets. The winning school, Anderson Serangoon Junior College, earned a visit from the iconic Milo van in recognition of their efforts.
Image: Facebook/Geneco
Geneco’s initiative proves that sustainability is not limited to one-off campaigns. It represents an ongoing conversation that thrives through creativity, collaboration, and long-term commitment. With support from schools, hospitals, retailers, and public institutions, Geneco is helping communities take meaningful steps toward environmental action in everyday life.
Initiatives like these help keep sustainability discussions alive. They also open new pathways for people and organisations to become active contributors to environmental responsibility. The success of the red packet recycling campaign is not only measured in kilograms but in the culture shift it inspires — where something as simple as recycling a red packet becomes an act of shared responsibility towards a sustainable future.
Image: Geneco
As Geneco continues to lead this movement, there is room for more voices to join in. Companies, schools, and organisations interested in future green collaborations are welcome to reach out to Geneco and play a part in building a more sustainable Singapore.
Key Details
Initiative launched: 2021
2025 Collection: 5,296kg from 194 bins islandwide
New partners (2025): NEA, STB, JLL, CapitaLand Workspaces, Maybank, Citibank, Gardens by the Bay, ION Orchard, Harbourfront Centre, NUH, NTFGH, Frasers Property
Youth-led activation: The Bettering Branch’s JC challenge collected 435kg across 13 schools
Interested in Collaborating? For partnership enquiries with Geneco, please contact marketing@geneco.sg.
