Overview

Water professionals are responsible for shaping and sometimes changing consumers’ perceptions about the value of water. Consumers can mistakenly undervalue water’s worth by assuming it should be provided at no cost to the public. This book by Melanie Goetz outlines how water professionals can encourage customers to appreciate water as the precious commodity it is by driving the message that it needs to be paid for just like other valuable services. The tactics outlined can be especially useful during situations such as advocating for proposed rate hikes, or when conservation measures are needed. Goetz goes into depth about the consumer behavior and psychology that drives people’s understanding of worth. Communicating Water’s Value also includes “success stories” from various utilities and corporations who implemented strategies that effectively shaped and changed the public’s perception of the value of water.

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9781583219799

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Author Information

Melanie writes about the value of water for the AWWA Journal and conducts webinars on on the topic through Forester University. She is President of Hughes & Stuart, which specializes in public outreach and stakeholders' advocacy with regard to environmental issues such as water, energy, wastewater, stormwater, and their infrastructures.

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