#100 Talking rubbish

In this milestone 100th episode of Waterfall, , Mike is joined by Professor Maja Kutlaca from Durham University to explore why recycling has become part of everyday life while saving water still lags behind. Drawing on her research in social psychology, Maja explains how visibility, social norms and trusted messengers shape our behaviour, and why water saving often feels less urgent or personal. Together, they discuss how better communication, community leadership and simple tools like water meters could help make water conservation a normal, everyday habit.

Timestamps

00:00 – Introductions 01:00 – Recycling and water saving 03:13 – Why water saving is less visible 05:41 – Emotion and motivation 08:48 – Public trust and water saving 13:21 – Who should deliver messages 17:32 – Social pressure and habits 29:18 – Closing thoughts