In this episode of the Beyond Waste Podcast, host CIWM's Lee Marshall is joined by Steve Bates, Chair of CIWM's Behaviour Change Special Interest Group and Managing Director of Mobius Agency, along with Helen White, Vice Chair of the group and Senior Consultant at Tetra Tech. Together, they explore the evolution of behaviour change in waste management, from the rise of kerbside recycling in the 2000s to today’s focus on a circular economy. The discussion delves into the need for policy changes, food waste infrastructure, and the vital role of education and awareness in influencing people’s actions. The trio will also introduce the newly launched behaviour change hierarchy, grounded in the COM-B framework—examining how capability, opportunity, and motivation shape behaviour and can help build a more sustainable future.