How Durham Canada Cut Water Use With Door-to-Door Student Ambassadors

Durham didn’t build a new water plant—it knocked on doors, handed out rain gauges, and cut peak water use by nearly a third. The Durham Region in Ontario, Canada, had a math problem. The population was growing…
How Florida Saved a Billion Gallons

Florida Saved a Billion Gallons of Water by Changing One Habit: A Case Study

  How simple communication grounded in behavioral science can save massive amounts of water - quickly, cheaply, and easily.   A few years ago, SW Florida ran a water-saving campaign called “Skip a week.” It might seem like…
Increase Water Conservation with Limited Rebate Budget

Community-Based Social Marketing: Increase Water Conservation with Limited Rebate Budgets

This article is a collaborative effort by Steve Whitesell and Kevin Rowe. You’ve rolled out rebates, mailed conservation tips, and launched outreach campaigns—but residents still overwater lawns or ignore leaks. Why? Because knowing…
Motivation and water waste for irrigation behaviors

What Motivates People to Change Their Irrigation Behaviors to Reduce Water Waste?

Executive Editor: Steve Whitesell Author: Kevin Rowe Americans are rethinking their yards. Faced with droughts, high water bills, and shifting social norms, many are trading turf for climate-smart landscapes that use less water and maintenance.…
34 Tactics for Residential Water Conservation

34 Behavioral Tactics Utilities Can Use to Increase Residential Water Conservation

Executive Editor: Steve Whitesell Author: Kevin Rowe  This is a behavioral playbook — a practical, research-based guide to help water conservation managers design rebate programs that people actually use. Instead of focusing only on…
two thirds of rebate savings from irrigation

Data Show Two-Thirds of Turf Rebate Savings Come from Irrigation Updates

Executive Editor: Steve Whitesell Expert Reviewer: Dr. Kelly Kopp Across the Western U.S., utilities are spending millions paying homeowners to replace lawns with xeriscapes and adapted plant materials. The visual impact is striking —…
Why Homeowners Skip Water Rebates
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Why Homeowners Skip Water Rebates: The Hidden Psychology Behind Low Participation

Executive Editor: Steve Whitesell Expert Review: Dr Marco Palma Even homeowners motivated by conservation are less likely to join rebate programs that demand large upfront investments and deliver delayed or uncertain savings. Behavioral…
How Norm Nudges Drive Water Conservation

How Norm Nudges Drive Long-Term Water Conservation

Executive Editor: Steve Whitesell Author:  Kevin Rowe Comparing neighbors may be the most powerful drought-fighting tool you’ve never used. A norm nudge is a behavioral science technique that encourages behavioral change by showing…
Increase Viral Adoption of Water Conservation Rebates

How to Increase Viral Adoption of Water Conservation Rebates

Executive Editor: Steve Whitesell Expert Reviewer: Dr Marco Palma The most cost-effective way to expand irrigation savings isn’t by raising rebate amounts. It’s by designing programs that neighbors can see, copy, and celebrate. Water…
How Tariffs Are Reshaping Water Conservation

How Tariffs are Reshaping Water Conservation Adoption

Executive Editor: Steve Whitesell Expert Reviewer: Dr Charlie Hall Economic uncertainty is redefining who adopts water conservation upgrades. The Big Picture Economic uncertainty is redefining who adopts water conservation upgrades. Affluent…