Creating a solid link between people, profit and planet (known as the Triple Bottom Line-TBL-framework) is the key to achieving sustainable development. In recent years there has been an increasing number of studies evaluating how firms can contribute to establishing these links, in order to ensure their own sustainable growth. In addition, this framework requires the specific support of governmental institutions, who can align and link the different stakeholders in a common vision. In the context of the European Union, the case of a waste management consortium located in a particular region of Spain is analysed. Through the evaluation of its positive economic incentives initiative within the TBL framework, results show the positive impact within sustainable growth and direct alignment with the European Union’s 2020 environmental objectives.