Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed protection. With case studies of innovative programs from around the world, including the United States, Canada Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies plainly illustrate realistic conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.
Chapter 3: Protecting Water Quality
Protecting Water Quality
While World Water Day has been celebrated annually by the United Nations since 1993, it was not until 2010 that the focus shifted from water availability to water quality. The United Nations cites human activities including population growth, rapid urbanization, chemical discharge, and invasive species as the primary threats to water quality and estimates that over 2.25 billion people live without adequate sanitation. Every day 2 million tons of sewage and other effluents drain into the world's waters, and more than 1.5 million children die each year from waterborne diseases. The situation in developing countries is the worst, where over 90% of raw sewage and 70% of untreated industrial wastes are dumped into surface waters (UN Water, 2010).
The United ...