Read the full story in Fast Company.
Convincing water wasters to mend their ways and suddenly stop sprinkling their lawns may be as impossible as it sounds. Far better, or at least far easier, is to put the squeeze on people who are already “water savvy” to save yet more water.
A new study from the University of Florida sets out to categorize different kinds of water consumers, arguing that designing effective public information campaigns to change people’s behavior is difficult when you have no profile for your target audience.
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