In the context of circular economy, it is known that once waste is generated, it should be subject to proper treatment for recovering material or energy before being disposed. Many countries worldwide, especially developing countries such asBrazil, have been struggling to effectively apply sustainable waste management in municipalities and still rely on dumpsites and unsuitable landfills. Misinformation, aweak legal framework, lack of financial resources and poor infra-structure as well as pressure from organizations profiting from the expansion of landfills are some factors contributing to the preservation of the negative status quo: the "landfill culture". Material recovery, i.e., recycling and composting, is applied to less than 5% of Brazilian municipal waste, while 95% is disposed ofin landfills or dumpsites. In this context, ABREN WtERT(Waste-to-Energy Research and Technology Council) Brazil was created in 2019 as the first permanent organization formed to promote the development of energy and material recovery from waste focused on thewaste-to-energy(WTE) market. In this paper, the strategy proposed and implemented by the organization towards changing the status quo in Brazil through an integrated sustainable waste management approachis described. The proposed strategy integrates theconcepts of Sustainability and Circular Economy for minimizing landfill disposal (avoiding methane emissions) and maximizing material/energy recovery. Among others, the approach focuses on changing the public opinion regarding thermal treatment facilities, mainly incinerators, which has been wrongly linked to pollution, excessive public expenditures and considered a harm to the recycling industry. The activities performed by ABREN include engaging public and private institutions, enhancing education, leading the publication of research and business studies, gathering industry members and academy experts, as well as creating strategic alliances with players around the globe. As a result, within a few years, major outcomes were achieved in Brazil, such as: (i) changes in the legal framework, (ii) launching of a specific public auction category for sponsoring electricity production from WTEfacilities, and(iii) establishment of official targets for municipalities to decrease landfill disposal and increase recycling/biological treatment and energy recovery from thermal treatment. Among the national goals, it should be highlighted the target regarding the increase from zero to 994MW of electricity production from municipal solid waste, which will require building dozens of new WTEfacilities. Global outcomes are expected as well since Brazil is the seventh largest country of the globe and the most influential in Latin America. Internationaland national business deals should thrive due to the need of operational skillsandtechnology imports, and the avoidance of carbon emissions will positivelyreflect the world climate. In parallel, there is also potential for the academy to benefit from research projects and investments if the WTEnational industry is to be developed in the long term.