The Behaviour Change Policy Forum 2025 took place at King Abdullah University of Science and Technology (KAUST) on 4 December and marked an important step in Saudi Arabia’s efforts to reshape its national waste-management system. More than 60 delegates attended in person, and over 20 joined online. Municipalities, regulators, universities, industry partners and consulting firms were represented, with delegations from Riyadh, Qassim, Makkah and Al Baha Municipalities, as well as Estidamah, National Center for Waste Management (MWAN), King Faisal University, King Abdulaziz University, Qatar Foundation, SABIC, The Rig, Rasi Consulting, Transform Consultancy and several other regional and international organisations.
The event came at a decisive moment for the Kingdom. Municipal waste production has reached an estimated 15 to 18 million tonnes each year, with food waste making up almost 40 percent of the total. Meeting the national goal of recycling 82 percent of municipal waste under Vision 2030 will require more than new infrastructure and regulations. It also depends on everyday behavioural shifts. The forum focused on this behavioural element and the systems that support it.
Speakers from Saudi Arabia, the region and the UK shared research, case studies and policy lessons on how effective system design can make sustainable choices easier for the public. A central message ran through the discussions. Infrastructure, standards and regulation have a far stronger influence on behaviour than awareness campaigns on their own. When facilities are accessible, sorting is clear and expectations are consistent, communities adopt better habits more quickly.
KAUST’s own waste-management progress was a major highlight. With a population of around 17,000 and daily waste levels of roughly 25 tonnes, the campus operates much like a small city. Its data-driven approach, community engagement and strong accountability have led to significant improvements. Through the KAUST–SIRC–Edama partnership, more than 135,000 tonnes of organic waste were composted in 2022. The campus has already moved from sending nearly 90 percent of waste to landfill to processing about 60 percent through composting and recycling. It aims to reach 75 percent by 2028. This model now provides one of the most advanced examples of integrated waste management in the Kingdom.
The forum also unveiled a new behaviour-change pilot designed to tackle national waste-sorting challenges. The project focuses on strengthening people’s capability to sort correctly, making opportunities easier and shaping motivation through simple prompts and feedback. The interventions include clearer bin systems, improved signage, small habit-forming routines and environmental changes that reduce the effort required to sort waste. Early interest from municipalities and MWAN suggests the pilot could offer a realistic pathway to boost participation and improve the quality of waste segregation. With its practical and context-specific design, it may serve as a national model for behaviour-led progress under Vision 2030.
International contributors provided further insight by sharing behavioural-science frameworks, nudge strategies and examples of successful national systems. Their contributions reinforced the need to identify behavioural barriers, reduce friction in system design and align policy, culture and daily practice.
One of the strongest outcomes of the day was the renewed sense of collaboration among municipalities, regulators, researchers and industry partners. Participants agreed that progress relies on shared learning, coordinated action and a willingness to test new approaches. Many left committed to applying the insights in their own organisations and to turning discussion into measurable change.
The forum was delivered through a partnership between KAUST, Aston University, MWAN and the Foreign, Commonwealth and Development Office under the UK–Saudi Waste to Energy initiative. Coverage of the event also reached a wider audience through the programme’s social platforms, drawing engagement from more than ten thousand viewers.
The day closed with a clear takeaway: when systems make sustainable behaviour easy and consistent, change becomes both achievable and scalable. The Behaviour Change Policy Forum 2025 has laid strong groundwork for the Kingdom’s next phase in building a circular and resource-efficient future.
