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Will your water rates rise like a gallon of ethanol at your corner Chevron?
Probably not.
And that’s why Americans seem to be apathetic about water conservation. Many experts argue that until we hit them in the wallet, they’ll keep wasting water.
So how do you get consumers’ attention about the pending water crisis that is barreling down on us like an Arizona haboob?
You get them to live and breathe it.
Companies and initiatives like American Standard’s Responsible Bathroom, Coca-Cola’s Global Water Stewardship, and The Great Lakes Brewing Company’s Triple Bottom Line are embracing water conservation with cause marketing that is helping to educate and change consumer behavior.
These companies underscore our core belief: an understanding learned from the nearly 14 years of running the Water – Use It Wisely conservation campaign:
“Technology alone will not save our water. You must start with behavior change.”
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Recently, our position on water conservation messaging was featured in Christine Birkner’s excellent article for the American Marketing Association magazine, Cause for Concern, as well as on AMA TV. Like most of the sustainability movement, companies and campaigns propelling cause marketing initiatives around water conservation are pioneers, and we need more heroes leading the charge.
“Water conservation has been billed as the most important environmental issue of the 21st century, yet few American consumers are altering their behaviors – and fewer companies are trying to motivate them to do so.”
Can you point to a corporate initiative that is championing water conservation in your community?
