As the Department moves forward to draft the national waste management plan, we urge them to pivot to a new way of looking at waste. Instead of planning for expansion of end of pipe solutions, such as waste to energy plants or cement kilns, Ireland must invest in more materials-based, regenerative approaches that write ‘waste’ out of the vernacular. Focus must now be on how to prevent the creation of waste, move towards a more circular approach through reuse/refill systems and ensure that material is in use as long as possible.