As behavioral economics has developed, the influence of our peers has become increasingly well accepted as a means of changing our behavior. I’ve written a few times recently about how this can encourage us to live more sustainable lifestyles in terms of recycling and energy conservation, and a recent study from the University of East Anglia shows that it can perform similar magic for water conservation.
The study found that if instead of general information about the importance of saving water, people were shown the conservation achievements of those from a similar social group, it resulted in higher rates of behavior change and reduces water usage.
Social identity
Much of our social identities are wrapped up in a place or group of people. These identities have a profound impact on our attitudes and behaviors. Behavioral economics suggests that awareness of how others in our social group behave can therefore have a big impact upon our own behavior.
“Traditionally, water conservation communication campaigns deliver general water saving information. However, campaigns informed by behavioural science can increase their effectiveness and should form an integral part of demand reduction strategies,” the authors explain. “Activating a sense of regional identity, such as a local city, neighbourhood or community, and communicating credible information about the behaviour and practices of other group members should strengthen perceived norms regarding water conservation, resulting in increased water-savings efforts among community members.”
The researchers conducted a number of experiments to test ingroup norms versus social norms, with ingroup norms performing strongly across each experiment. Indeed, so strong were the improvements that Anglian Water, the local water utility who partnered with the researchers, believe it can play a crucial role in their water conservation efforts in future.
“The significant increase in customers signing up to receive our water efficiency devices shows how successful the study by UEA was. We are continually encouraging our customers to become more water efficient and are always looking into a variety of ways to communicate this,” they say. “Our customers in the East of England are already some of the most water savvy in the country. On average each of us use 133 litres each per day compared to the national average of about 140-145 litres. That equates to the difference of about 4million toilet flushes every day. There is always more we can all do to use water wisely, all year round.”
With estimates suggesting that Britain can suffer from severe water shortages in the coming decades, these kind of improvements are likely to be vital to ensure supply meets demand. That such big savings can be made in relatively simple ways is surely a hugely promising result.
