Waste campaigns often start with the assumption that if people understand what to do, they will change their behaviour. But in reality, people often care about waste, recycling and the environment, yet still struggle to act consistently.

In this Work Break Webinar, Ana will explore why awareness alone is rarely enough to reduce waste. Using behavioural science, she will look at the hidden barriers that shape everyday waste decisions, from confusion and low confidence to convenience, trust, social norms and the design of local systems.

The session will move beyond recycling to examine where waste decisions really begin: what people buy, use, keep, repair, reuse and eventually throw away. It will also show how frameworks such as COM B, EAST and MINDSPACE can help organisations design better interventions, not just louder communications.

This webinar is designed for local authorities, waste partnerships, housing providers, sustainability teams and anyone working to reduce waste, improve recycling, increase reuse or support residents through service change. Attendees will leave with practical questions to ask before their next waste campaign, and a clearer understanding of how to turn insight into action.

Book here