Home Science Highlighting social identity and peer group norms can increase water conservation

Highlighting social identity and peer group norms can increase water conservation

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New research suggests that targeted use of behavioural ‘nudges’ can encourage people to conserve water. Researchers found that rather than giving people general information about the importance of saving water, emphasizing the water conserving actions of others in the same social group — for example university students or local residents — encourages similar behavior changes and reduces water demand.