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.

00:00 – Introductions