2025 Resource Hot 100 Communicator of the Year

Clear communication remains one of the waste sector's most underrated tools. While the industry advances technically – such as developing better sorting systems, creating new materials, and implementing Extended Producer Responsibility – public understanding hasn't kept pace. Persistent myths about recycling being "a scam," oversimplified narratives about plastic being universally bad, and confusion about what actually happens to recyclables all undermine the sector's progress.

The introduction of a Communicator of the Year award for this year's Resource Hot 100, sponsored by GreyParrot, aims to recognise those who are cutting through the noise and helping both industry professionals and the public understand how recycling actually works.

The 2025 winner, James Piper, co-host of the Talking Rubbish podcast and co-owner of Ecosurety, leads this category for his work making complex recycling information accessible. Placing second in the overall Hot 100 rankings, Piper has reached audiences far beyond the waste sector through the podcast he presents with Robbie Staniforth, challenging misconceptions whilst building trust through honest, nuanced explanations of recycling systems.

2025 runner-up: Robbie Staniforth, James's co-host on Talking Rubbish and colleague at Ecosurety, placed fifth in the overall poll. Widely recognised throughout the industry for his insightful monologues to camera, as well as the Talking Rubbish podcast, Staniforth is a trusted adviser to government and one of the sector's most knowledgeable experts on sustainable packaging and packaging waste. He came remarkably close to winning this category – pipped at the post by a handful of votes.

Alisa Pritchard, VP of Marketing at GreyParrot, the category sponsor, commented: "At Greyparrot, we know first-hand the power of storytelling to shift mindsets and inspire action, which is why we're especially proud to sponsor this award. James Piper has an incredible ability to bring clarity, humour, and real heart to conversations about waste and recycling. Through his book 'Talking Rubbish' and hugely popular podcast – which has racked up more than 100,000 downloads – James has helped open up the world of resources to audiences far beyond our industry bubble. He makes complex issues accessible, entertaining, and relevant, sparking conversations that drive real change.

"It's also fantastic to see Robbie Staniforth recognised alongside him – another voice who has consistently championed transparency and collaboration in our sector. Together, they've helped shape the narrative around waste in meaningful ways. We're delighted to celebrate James as this year's winner – a communicator who not only informs, but drives change."

From marine biology to recycling communication

Piper's journey into waste communication began with a childhood fascination with David Attenborough and marine environments. After studying biology at university and meeting Attenborough at his graduation ceremony, he felt compelled to pursue work that would make a positive environmental impact.

His communication work emerged from frustration with persistent misinformation about recycling. "There was a BBC News article where they'd written about plastic pollution found on shipwreck," Piper explains to Resource. "They put a picture up, and in the picture were 38 aluminium cans and nine plastic bottles. And they didn't say packaging found on shipwreck, or mostly aluminium, some plastic. It just said plastic."

This experience crystallised Piper's understanding that effective communication requires nuance rather than simplified narratives. "I think for me, that was like, we've got to do a better job of helping people recognise that all packaging has its faults. All packaging has flaws, and we've got to work out how to consume less."

The Talking Rubbish podcast, which Piper co-hosts with Staniforth, launched in August 2024, receiving endorsements from major publications, with The Guardian describing it as "eye-opening stuff and only rarely dry" and Radio Times commenting "who knew rubbish could be so interesting."

Piper identifies overcoming inherent bias as the primary challenge in waste communication. "People today often fall back on assumptions. Ask the average person on the street and they’ll say plastic is bad, everything else is good. And if it's got the word compostable or eco on it, then it must be amazing - but it’s not that simple."

The podcast deliberately challenges such misconceptions. Episodes like "Why Coffee Pods Aren't That Bad" exemplify this approach, encouraging listeners to reconsider assumptions about environmental impacts. Piper emphasises that effective communication requires honesty about the complexities of recycling systems.

"When we did some stuff on flexible plastics, if you put flexible plastics in your general waste bin, they are 100 per cent getting incinerated," Piper states. "If you take them back to supermarkets, some of them will get burnt and some of them will get recycled. And that's okay, and we should be quite open about that."

This transparency extends to correcting ideas that have become embedded in the public narrative. Piper regularly addresses claims that "recycling is a scam" or assertions that compostable materials are automatically superior to alternatives.

Building trust

Piper notes that podcasting offers unique advantages for building audience trust compared to other media formats. "What I have learned about podcasts is, once you've built your community, that community really trusts you," he explains. "You have to earn that trust over many, many, many, many episodes and over lots and lots of communication."

This relationship allows for more nuanced discussions about waste management challenges. Rather than providing simple answers, the podcast encourages critical thinking about environmental claims and packaging choices.

The show's success reflects growing public appetite for accurate information about recycling. With hundreds of five-star reviews across platforms, Talking Rubbish demonstrates that audiences will engage with complex environmental topics when presented accessibly.

Piper's broader work includes serving as non-executive director at OPRL (the organisation behind recycling labels on packaging), chair of environmental charity City to Sea, and co-owner of Ecosurety, one of the UK's largest packaging compliance schemes.

Reflecting on his communication approach, Piper emphasises the importance of building understanding rather than simply promoting recycling. "For me, it's about always telling the truth and building trust," he states. "As long as we tell people that story, I think they will come along on that journey."