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6. Applying the research to demand management

The assembled research gives an overview of New Zealanders’ attitudes, behaviours, and perceptions of household water use. The introduction of any demand management interventions is likely to impact on households. An understanding of the householders’ perspective is crucial to successfully communicating with the public.

6.1 Communicating with the public

Encouraging New Zealanders to voluntarily adopt new water conservation behaviours, except in times of crisis, is complicated. While most New Zealanders regularly carry out some water-saving behaviours, they generally do so out of habit rather than making a conscious effort. They also have an extremely low belief in the need to conserve water, based on their belief that water in New Zealand is plentiful. The following key principles for communicating with the public about water conservation emerged from the research.

Don’t assume understanding of the need to conserve water

The importance of water is well understood, but New Zealanders expect that water will always come out of the tap. It appears that if it rains all the time there must be plenty of water.

So while most admit that they could do more to conserve water in a shortage or crisis, few perceive there to be any likely risks to supply. This means that communications should not assume that people – even those in ‘environmentally minded’ or ‘thrifty’ segments – will understand or believe in the need to save water. Communications will need in some way to either address or work around this lack of belief.

The environment is not a key motivator

While there are large segments of the New Zealand population who are environmentally minded, the environment is not a major motivator for water conservation at present. Appeals to environmental values when asking people to change their water-use habits are unlikely to succeed on their own. While environmental protection is a motivator for some, it is often outweighed by barriers such as lifestyle factors. Savings are generally a stronger motivator.

Appeals to frugality are likely to be more successful

New Zealanders in general, and particularly the sizable ‘Waste Watchers’ segment of the population, just don’t like waste in any form. This conservation-mindedness is borne out of culture and upbringing, and is not necessarily linked to environmental concerns. Appeals to New Zealanders’ frugal nature are likely to be more successful at motivating water conservation than appealing to environmental concerns.

Saving money is important

Related to New Zealanders’ waste aversion, the research found that saving money is an important motivator. Savings on energy bills are one of the key motivators for reducing hot water use. Even in Auckland, where household water is metered, the focus was often more on reducing electricity rather than water costs, because electricity use was considered more obvious than water use. There is an opportunity for communications to tap into, or respond to this desire to save on energy costs.

Making one-off actions is easier than changing habits

Unconscious habitual behaviours are difficult to change even with the best intentions, and changes can be difficult to maintain. On the other hand, one-off actions like buying a new washing machine require conscious thought and environmental or conservation considerations are more likely to be taken into account. Communications should take this into account when selecting behaviours to focus on.

Water-use behaviours can be very personal

New Zealanders see water use as something very personal and part of their way of life. So while they avoid overt wastage, they are reluctant to change their behaviours. Any appeals to changing their behaviours could be seen as an intrusion into their personal life. Communications need to take account of and acknowledge, directly or indirectly, the highly personal nature of New Zealanders’ relationship with water.

Show people what wastefulness looks like

Most of the cited examples of wasteful water use involved sprinklers left on at all hours, ‘golf-green’ lawns, swimming pools, and obvious leaks. But most people don’t have a clear idea of what ‘normal’ water use looks like, or any sense of where they use the most water in their homes. So while overt waste is frowned upon, they could be completely unaware of subtler waste. Most people believe that they are not wasteful with their water use – other people are. There is an opportunity for communications to demonstrate what normal water use is and/or what water wastage looks like, to increase the likelihood that people will associate their actions with the messages.

Don’t blame residents for water problems

Water issues and wasteful water use are areas that the public has limited knowledge about. It is also clear that there is, for some people, a strong sense that public bodies have a great deal of responsibility for water use and water wastage. It is unlikely that people will respond to messages about wasteful water usage if they feel they are being blamed.

Use trusted messengers

The qualitative research suggests that some messengers may be more effective than others at delivering water conservation messages. The highly personal nature of New Zealanders’ relationship with water, combined with wariness of motives for considering household water metering, suggest that trusted personalities (such as respected local gardeners) may be more effective messengers in some instances. Councils may need to consider their communications carefully when encouraging water-saving behaviours. A well-respected source, closer to home, might be more influential in changing behaviours.

 

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