Think Again: Could the Waste and Resources Sector Help Prevent a Lost Generation?

One in six young people could be out of work, education or training within the next five years unless action is taken. A recent report warned of a potential “lost generation” facing a perfect storm of economic uncertainty, rising barriers to employment and limited opportunities.

Yet this troubling picture sits in stark contrast to the reality facing the waste and resources sector.

Across the UK, more than half of employers in the sector are struggling to fill critical roles, from drivers and operatives to technical specialists, environmental professionals and regulators. Over the next decade, the sector will need to recruit an estimated 68,000 people, while grappling with an ageing workforce in which only 5% of employees are aged 16–24.

The challenge extends beyond age. Women currently occupy just 16% of roles across the sector and hold only 13.8% of senior positions. If the industry is to deliver the skills needed to support resource efficiency, sustainability and the circular economy, it must find new ways to attract a broader and more diverse talent pool.

How can this be achieved?

That is the question at the heart of Think Again, the new Presidential Project led by Vicki Hughes at the Chartered Institution of Wastes Management (CIWM). Supported by an expert advisory group drawn from across the sector, the project has been created by Sizzle Innovation seeking to understand why talented people are overlooking careers in waste and resources and what employers can do to change that.

The first step was simple: ask potential recruits what they think.

School leavers, graduates and people returning to work after a career break were invited to share their perceptions of the sector. Their response was remarkably consistent. The word “waste” itself was often an immediate deterrent, evoking images of dirty, unpleasant, male-dominated manual work with limited career prospects.

While tackling this language barrier is important, the research uncovered deeper issues.

Many participants said the sector is largely invisible when they search for career opportunities. It rarely appears on the social media channels they use, and when it does, it is often perceived as corporate, formal and lacking relatable role models. Too few authentic stories are being told by the people already building successful and rewarding careers in the industry.

The research also highlighted practical steps employers can take to improve recruitment. Participants wanted clearer information about career progression, more evidence of flexible working opportunities and reassurance that workplaces are safe, supportive and welcoming for both new entrants and career returners.

Encouragingly, perceptions changed dramatically when people were shown the reality of the sector.

When participants saw the breadth of careers available, the opportunities for progression and the vital contribution the industry makes to sustainability and the circular economy, their interest increased significantly. The findings suggest that attracting the talent the sector needs is entirely achievable but only if the sector is willing to change how it presents itself.

This is where Think Again aims to make a difference.

The campaign provides a new evidence-based information hub featuring research findings, practical guidance and video case studies from participants. Together, these resources offer valuable insight into the barriers facing potential recruits and the actions needed to overcome them.

As part of the campaign, Vicki Hughes is calling on employers to sign a pledge committing them to:

✅ Rethink how they talk about the sector

✅ Showcase the full range of careers available

✅ Create accessible routes into employment

✅ Champion inclusive and flexible workplaces

✅ Share authentic and inspiring stories from real people

To support this commitment, the campaign has developed recruitment guides tailored to school leavers, graduates and career returners, alongside practical resources to help job seekers explore opportunities within the sector.

The waste and resources sector has the potential to provide thousands of meaningful, rewarding careers at a time when many young people are struggling to find opportunities. But potential alone is not enough. If the sector is to attract the next generation of talent, it must become more visible, more inclusive and more relevant to those it hopes to recruit.

Think Again is intended to spark that transformation. Its success, however, will depend on whether the sector comes together to embrace change and champion a new vision for the future.

The opportunity is clear. The question now is whether the sector is ready to seize it.