This week we learned from the Local Government Association (LGA) that supermarkets are still producing excessive food packaging. Landfill sites across the globe are overflowing with our rubbish, and local councils and their residents are paying the price in landfill tax. The LGA argues that supermarkets should pay towards the collection of their packaging as an incentive to cut back. Yet, with such a sharp focus on supermarkets, it's easy to overlook what else can be done.

Every year UK households throw away the equivalent of three million double-decker buses – almost 30m tonnes – of rubbish. If lined one in front of the other, the queue would stretch from London to Sydney and back. While supermarkets have a lot to answer for, individuals also have the power to make decisions that will reduce their household waste. Local authorities need to look closer to home and ensure there are practical measures in place to help residents reduce, reuse and recycle as much as possible.

Crucial though recycling bins and collections are, it's also vital that local authorities inform and support their residents to make sure they are doing all they can at an individual level. Research has shown that people are more likely to recycle if they see people, and organisations, around them doing it. We need to take advantage of the way in which individuals can inspire and encourage one another.

This approach is already having an impact in local authorities that are part of Global Action Plan's EcoTeams programme, which works to change behaviour and reduce environmental impact at community level through education, training and support. Small groups of households, or EcoTeams, meet regularly over a six-month period to reduce their impact on the environment. During these meetings the teams receive guidance on waste and shopping as well as energy use, transport and water. They set themselves achievable targets, and support each other in meeting them.

The results speak for themselves. Independent academic research shows that households who participate in EcoTeams programmes reduce their waste by an average of 20%. They are more likely to buy products that can be recycled over products that cannot, and try to buy products with minimal or no packaging. Local councils only need to do the maths to see that they could make themselves huge savings on recycling and landfill costs if all households in their area were doing the same.

And it's not just local councils that could be saving money. EcoTeams households make a saving of around £150 a year on their energy and water bills by reducing their gas and electricity consumption – a considerable sum in these difficult economic times.

So what is it that makes the EcoTeams programme work so well? We all know that we should be doing more to reduce our impact on the environment, but for most of us this remains a good intention which never becomes a reality. For EcoTeams members, the secret of the programme's success is being part of a group, where they will receive both support and pressure to change their behaviour.

Evidence shows that EcoTeams participants continue to carry out the pro-environmental actions for months and years after finishing the programme, and it's the focus on small but significant changes to existing lifestyles that makes these changes more likely to be sustained long term.

Rather than simply telling people what to do, we need to motivate, engage and involve them. What better way to do this than bringing people together to support and encourage one another? The Local Government Association should be commended for highlighting the need to reduce waste in the UK – but it is overlooking the unlocked potential of our local communities in helping to achieve this.

Trewin Restorick is chief executive of Global Action Plan, an independent environmental charity that encourages consumers to behave in a more environmentally responsible way.