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Why Water-Saving Advice Won’t Work

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To the tune of Dolly Parton’s "Sometimes it’s hard to be a woman," I hear myself humming, "Sometimes It’s hard to be a sustainability person… giving all our love to just one plan."

That plan — to educate, to warn, to inform, ergo ‘get people to use less water’  is more than ambitious (especially in the UK). It is unproductively naive, unless we get behaviour change expertise involved at the front, middle and centre of our work. Here is why …

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