Behavioural change is about shifting habits and behaviours for the long term and is considered to be the cornerstone of implementing successful waste management practices. Employing behaviour change is notoriously difficult, particularly in the area of waste management due to various obstacles such as insufficient knowledge, inadequate infrastructure and public/ staff attitudes.

A key problem in waste management is that behaviour change has a strong connection to communication (i.e. signage). Although communications are an integral part of behaviour change it is important to be aware that simply communicating how we want people to act will not always lead to a difference in behaviour.[1] Implementing behaviour change can be a difficult process, particularly in the area of waste management as often, insufficient knowledge can be a significant barrier

In waste management, the term ‘behaviour change’ has become synonymous with communication to the point where the two are often seen as one and the same. Whilst communicating is a critical component of services and interventions, it rarely results in behaviour change when deployed in isolation. Therefore, it is important to consider behaviour change as a key operational objective facilitating change through a combination of policy, services / infrastructure and communications.

Behaviour change in waste management is complex, no single action will lead to success Therefore, there must be a series of ongoing actions to maximise positive outputs. The three key areas of focus to encourage behaviour change in waste management are: infrastructure; knowledge, and; engagement. The first way to influence change is to provide the infrastructure to do so i.e. recycling bins. Knowledge is also critical i.e. what, when and how to recycle. This requires key messages from trusted sources. Finally, engagement with all relevant stakeholders; in order for this to be effective – compelling prompts and responsible feedback is critical. Tailor making messages based on specific audience requirements and supporting research is essential for success. The stakeholder point is fundamental – e.g. it is of no benefit if other workers diligently separate their recyclables if the cleaners put them all in the same bin at the end of the day!

The role of legislation

As of 31 March 2025, England mandated that businesses (and other non-domestic premises) with 10 or more full-time equivalent employees must separate their waste into core streams: dry recyclables (plastic, metal, glass, paper/card), food waste, and non-recyclable (residual) waste.[2] While this legislation focuses primarily on the infrastructure bins and collections, it does not ensure correct usage, and that’s where behaviour comes in.

Changing people’s behaviour leads to more sustainable outcomes because environmental challenges are driven by human actions i.e. what we consume, how we travel and what we waste. Technology and policy can create the conditions for change, but without shifts in everyday habits, norms, and values, solutions can’t always reach their full potential. Many of the sustainability problems that we face are rooted in our daily choices i.e. recycling or using single use plastics. When organisations talk about sustainability, it is often in consideration of measures, policies and supporting legislation, alongside infrastructure. Although these aspects are important without people changing how they think and act, real change will not occur.

Sustainability works best when infrastructure and behaviour operates in synergy via the creation of an enabling environment i.e. an environment that provides the tools, systems, and processes that make sustainable choices easy and obvious. Then people are able to use those tools as intended, make informed decisions, and adopt habits that align with sustainability goals.

It is important ensure to that there is a balance between infrastructure and knowledge so that sustainability measures have the desired effect. Corporate investment without human engagement wastes money. Therefore, although it is often important to buy the kit, it is also important to design for action, and equip people with the knowledge and skills to ensure that it gets used properly. Sounds simple – often is a challenge!!

Credibly Green provides advice and support on waste management infrastructure, communications and behaviour change. See Home | Credibly Green for details.

[1]https://www.circularonline.co.uk/wp-content/uploads/2024/09/The-Behaviour-Change-Hierarchy.pdf

[2] https://www.gov.uk/guidance/simpler-recycling-workplace-recycling-in-england?