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This paper discusses nudging and provocative communication as possible approaches to designing behavioural change concerning minimisation of waste within the framework of Løgstrup's ontological ethics. Waste management companies are confronted with ethical concerns as their course of action consequently affects their relationship with the citizens whose waste they manage. Waste management companies might be experts within their field, but they are challenged when entering new contexts and must therefore redefine or reframe their role in society. This became evident during an action research project as an ethical challenge was identified through a strategic workshop facilitated for AVV in relation to the Nulskrald project. The main focus of Nulskrald is citizen empowerment as well as organisational learning and responsibility. Through Løgstrup's ontological ethics the ethical demand, as it is posed by 'the other person' towards the 'I', will show concerns and possibilities for engaging citizens, while at the same time resulting in organisational development. Therefore, the research question is: what ethical issues and organisational implications exist concerning the use of nudging and provocative communication, respectively?