A community that values water will show efficient behaviours and attitudes when water is plentiful as well as when it is scarce. This will support a new phase in water efficiency and lead to changes in how businesses behave as consumers and shareholders exert their influence.
Outmoded, reactive and short-lived responses to drought and other water scarcity events may lead to a rapid reduction in water use but only create short-term behaviour change.19 Additionally, their cost is high, with a disproportionate impact on vulnerable consumers and industries requiring large volumes of water.20
Australians need to make systemic, lasting consumption changes, and that means everyone must become less complacent about changes in water availability and use.
This new phase in water efficiency must be characterised by strong water-valuing attitudes all the time, whatever the water supply situation. This means making people more water-literate by improving their knowledge of water availability, sources, management and related issues.21 22
When water literacy increases, it influences individual behaviour. People are more likely to use water-saving strategies and devices.23