<p>Human behaviour has been identified as a key dynamic in sustainable waste management and circular economy research. Drawing on recent behaviour publications from both fields, this Perspective highlights three issues relating to how they frame people. First, reference to ‘consumers’ in circular economy research contrasts with ‘people’ in some sustainable waste management papers. This represents an artificial separation of approaches to activities that are interwoven; furthermore, it implicitly defines a business agenda for the circular economy. Second, research into behaviour needs a broader methodological approach to identify variable needs and address underlying contextual and structural issues. Third, attention is needed to ongoing inequalities within and between countries that limit the effectiveness of circular economy implementation. Future research in these fields should prioritize human-centred approaches, including critical realism and qualitative methods, to uncover the socio-political constraints on behaviour and guide sustainability strategies that address the needs of people.</p>