Water we doing, California? Communicating through the changing waters of California’s drought
BY LESLIE SPRING
The challenges of the water world ebb and flow, especially in California where droughts are an ongoing reality. If the drought of 2022-23 taught us anything it was that our state’s weather patterns are growing more and more unpredictable, and the implications for our regional and local water providers are significant.
During this last drought, we helped many clients launch behavioral change campaigns aimed at sparking long-lasting evolutions in landscaping to support permanent reductions in water needed to irrigate yards – the water hog of most homes. The message was simple: droughts will come and go, but now is the time for your yard to change.
The State Water Board seems to agree with this sentiment as they have recently adopted new regulations, aimed at residential, commercial and public spaces, to limit the use of thirsty grass in favor of regionally appropriate landscaping that requires less water.
First, there is AB 1572 that bans the use of “non-functional turf” that is being implemented in phases through 2031. It targets municipal, commercial and industrial lawns that are decorative in nature and used on medians, streets and industrial areas, by way of examples. The crux of this bill is that since it takes so much energy, testing and coordination to deliver safe water throughout California it probably should not be wasted on sprinklers for grass that we just look at, but never use.
Similarly, urban water retailers will soon be put on a budget by the state. Retailers will have flexibility in how they manage their new water budgets, but a portion of the calculations will be based on statewide efficiency standards. Things like fixing water leaks, improving outdoor water use efficiency and favoring California-friendly landscaping will continue to be hot topics, as these prevent unnecessary water loss or waste.
So, what does this mean for regional water agencies? And moreover, how can this be communicated to customers?
Inspire, don’t scare. People love their grass. It’s nostalgic. It’s comfortable. And it’s often associated with the pride of homeownership. When there are emotional ties to what’s being taken away, like our lawns of yesteryear, messaging need to be understanding and inspirational. Scaring people into letting go of their lawn will likely not be as effective as showing them what life can look like on the other side. Tout practical benefits like how California-friendly landscaping requires less maintenance and pesticides, and of course less water too.
Over communicate. Change can be tough, and surprises even more so sometimes. Luckily, we have years before these laws go into full effect, so use the runway to bring customers along throughout the process. Communicators can start sharing information now, even if the details are not yet sorted. A simple, “hey, this happened, and here’s what we are doing about it,” message can be effective to lay a foundation for what’s to come. Customers will feel reassured that your agency is working on solutions, and you can start prepping people for change. We also find that leading with the "why" behind regulations helps customers understand the need for changing their behaviors. For instance, if you highlight that regional water resiliency will be bolstered if less water is used on outdoor landscaping needs, customers can see how their at-home efficiency affects the greater picture. This benefit statement will likely be more powerful than just a breakdown of the regulation requirements.
Be a good partner. Customers will need guidance, support and an infographic or two to understand these new regulations and their effects. This is where you come in. If you can provide helpful resources, tips, tricks and straightforward support, customers will consider you their trusted partner, which is a very good thing. If we liken public trust to a water well, it is wise to fill it before taking buckets of water out. Every thoughtful email, mailer, social media post or customer call is a chance to fill a customer’s well of trust. Doing so is especially important when you know you’re going to need to ask for water later, quite literally in this case.
We know that water service providers often work in the background dutifully providing a critical resource to customers, and when regulation like this surface, it’s a good reminder that you have an important role to play in foreground of people’s day-to-day lives too. If we all appreciate our water, where it comes from, how it is delivered, ways it can be efficiently used and why it matters, California’s water equation might be a little less complicated in the future. Until then, we are here to help.
Recently, we helped Calleguas Municipal Water District with a water appreciation campaign, as well as Santa Ana Watershed Project Authority, and Western Water. We can do the same for you.