The Economist Intelligence Unit and Oracle Utilities have just released a new report revolving around the idea that water conservation campaigns should be designed in such a manner that they match the aggressiveness of anti-smoking ones.
The researchers who came up with this report based their findings and their recommendations on information they got whilst interviewing the CEOs of as many as 244 water utilities in the UK, North America, Spain, France, Australia, Brazil, Russia, India and China.
Apparently, all of these CEOs agreed that, should the estimates for population growth in the following years prove accurate, significant investments will have to be made in order to ensure that water supplies can in fact meet the ever increasing demands.
More precisely, roughly two thirds of the water utilities taken into consideration for this study have admitted that, sooner or later, they will have to start spending money on various technologies that will allow them to access water sources which for the time being are left untouched.
Interestingly enough, it seems that these water utilities could save a lot of money – not to mention that significant progress could be made in terms of sustainability – if consumers worldwide agreed to monitor their water consumption rates more carefully. Business Green
quotes Colin Skellet, presently employed as executive chairman of Wessex Water, who made a case of how, “You need to get wasting into the same place as smoking in the consumer psyche, something that makes water conservation a thing that people are committed to doing.”
Therefore, it is believed that, given the right financial incentives and the appropriate legislation, a potential water crisis could very easily be avoided.
More so, if the idea that wasting water is anything but a good thing to do is drilled into the minds of consumers worldwide with the help of various marketing campaigns.