Looking at Reasons Water Used (6-26-08)

British researchers are attempting to develop new methods to encourage people to conserve water by shifting the focus of the conservation conversation. Prof. Elizabeth Shove, from the University of Lancaster states that “Demand for water should not be seen as the consumption of a uniform substance but as a consequence of the things that people do that require water, such as washing, laundry, growing vegetables or children’s parties . . . A sociological perspective tries to understand how routines like the daily shower, and frequent laundering have developed and why it has become normal to value ‘freshness,’ ‘fitness,’ and instant relaxation. We need this information to work out which practices associated with water will respond to metering and price signals.”

“Understanding the Desire for ‘Freshness’ – A First Step Towards Saving Water.” 2008. Press Release, Economic and Social Research Council, University College London, http://www.esrc.ac.uk