Dr Pamela Yeow is a Reader in Management at the School of Business, Economics and Infomatics, Birkbeck, University of London and also the course director of the joint MBA course between Central Saint Martins, University of the Arts London and Birkbeck. Pam’s current research is primarily relevant to goal 12: Responsible Consumption and Production – recycle paper, plastic, glass and aluminium. Specifically, objective 12.5 aims to substantially reduce waste generation through prevention, reduction, recycling and reuse by 2030. Her current research project is made up of an interdisciplinary team of academics in human geography, design and economics. She strongly believes that by bringing together an interdisciplinary team with different strengths, knowledge and experience, we can get a better insight into some of the complex problems we are facing and look to alternative, often better solutions.