How do we transform consumer recycling from an occasional action into an automatic behavior? This session explores cutting-edge behavioral science insights that drive sustainable packaging choices and recycling habits. Through the innovative Perception Formula framework, attendees will learn how mental shortcuts (heuristics), emotional drivers (hormones), past experiences (history), and cultural background (heritage) influence consumer recycling decisions. Drawing from real-world case studies, we'll examine how leading brands have successfully embedded behavioral science principles into their packaging design and recycling initiatives to boost consumer participation and program effectiveness.