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 5: Reducing Water use
Reducing Water use
To view Earth from space, our water supply seems vast, with the majority of the planet's surface covered by water. However, less than 1% of Earth's water is available for human use, the remainder is salt water, polar ice, or freshwater that is inaccessible due to its underground depth (Barlow & Clarke, 2002). This unpleasant fact significantly impacts human welfare, with fully 1.4 billion people living in water scarce regions of the world (Gardner, 2010). Unfortunately, climate change is expected to dramatically increase this number as weather patterns alter, resulting in less available freshwater in several regions of the globe (Flannery, 2005).
The freshwater that is available for human use is under assault. A number of major rivers, including the ...