As pressure grows on industries to reduce waste and close material loops, one question keeps surfacing: how much of the circular economy transition depends on consumers changing their habits, and how much depends on the systems and products they're given to work with? Join Climate Action for Associations, the Can Manufacturers Institute and a panel of expert speakers for a roundtable discussion focused specifically on Consumer Behaviour & Circular Economy. This session brings together speakers from associations working across packaging, products and recycling to explore the practical and strategic challenges of shifting consumer behaviour at scale. This roundtable will unpack the role of trade associations in shaping the policies, standards, and messaging that influence consumers, and what it means for driving real change. We'll discuss: When is behaviour change enough, and when must systems or product design remove the burden from consumers? How do trade associations act as conveners and educators? What messaging motivates participants to embrace circularity? How can industry groups influence behaviour when they don't communicate directly with consumers every day? Who should attend: Association leaders, sustainability professionals, policy teams, and anyone working at the intersection of industry strategy and consumer engagement. The session will close with a live Q&A, giving attendees the chance to bring their own questions and challenges to the panel.