To ensure we offer contemporary continuing education opportunities, the CE credit associated with this video is no longer available, however, the video remains available for viewing.Whatever its successes in developing better behavioral "mousetraps", behavior analysis has struggled to achieve broad-scale adoption of its scientific and practical solutions by the public and by policy makers. Significant challenges exist for linking the science of behavior to other specialized scholarly areas of relevance to sustainability, and linking behavioral sustainability solutions to mainstream values and concerns. Panelists will draw on personal experience of being a behavior analyst in a mainstream community in order to define some of the hurdles and opportunities that behavior analysts will confront when entering a multidisciplinary, mainstream arena such as sustainability. Note: The panelists will further explore topics introduced in this session, and invite audience questions and contributions, in the Sunday breakout session called, 'Spurring people to action: Some translational insights.'