Using Behavioral Science to Build Public Support for Water Investments
Data-Based Strategies for Communicating the Value of Water
Communities rely on water every day, yet most people rarely think about the systems that make it possible, or the investments required to keep them running. When utilities propose rate increases or major infrastructure projects, technical arguments alone often fail to persuade. That’s where behavioral science comes in. Understanding what people know, what they value, and how they make decisions can transform how water stewards communicate and build trust.
In this article, we’ll explore practical strategies for leveraging data and behavioral insights to engage the public, justify funding, and align projects with community priorities. From gauging awareness and trust to tailoring messages that resonate with local values, this approach can help utilities challenge assumptions and start conversations grounded in evidence.
Start With What People Know and Don’t Know
One of the most powerful arguments in making the case for water investments is understanding where your community stands. What do people know about their water systems? What do they value? How much do they trust the agencies managing the infrastructure?
Whether it’s flowing out of a tap or down a local stream, we’ve found that many people take clean water for granted. They don’t know what it takes to deliver it, and they don’t understand the challenges water stewards face. That’s why it’s critical to assess public knowledge, attitudes and behaviors before launching a communications campaign or proposing a rate increase.
In collaboration with a wastewater utility in the Upper Midwest, we conducted a representative survey to gauge public understanding and values. We asked residents about their behaviors — such as what they put down the drain — and their awareness of water quality impacts. We also used experimental approaches to assess willingness to pay for sustainable practices like recycling biosolids into fertilizer and using renewable natural gas to power operations. The results were compelling. Residents said they would pay about $80 more per year to support these initiatives. That data gave the utility a powerful story to tell and a foundation for future engagement.
Use Representative Data
When collecting data, representation matters. Social media polls and online surveys can be useful for feedback, which also provides an opportunity to get the message out in the community about the essential services that utilities provide. However, these approaches can yield biased results at times, depending on the breadth of participation and whether it was representative of the service area. For decisions that affect millions of dollars and long-term infrastructure, randomized surveys with a defined sampling frame can provide more robust and confident results.
Again, in the Upper Midwest, we worked with a polling firm to use random digit dialing for a telephone-based questionnaire. This approach generated geographically and demographically representative responses, and allowed us to segment audiences, compare groups and tailor messages based on the needs and preferences of different stakeholders. It also gave the utility confidence that their outreach efforts were grounded in valid data, not assumptions or the limited views of the loudest voices.
Audience segmentation is especially valuable when crafting communication strategies. Knowing which groups prioritize sustainability, economic growth or affordability helps water stewards speak to those values directly.
Measure Impact Over Time
Finally, we encourage water stewards to measure attitude and impact not just once but regularly. Sentiment surveys, stakeholder interviews and behavioral assessments can track changes in public trust, awareness and support.
For example, Anne Arundel County, Maryland, conducts sentiment surveys every two years to monitor trust, communication channels and key issues. This data informs their organizational and programmatic engagement strategies and helps them adapt to changing customer preferences and needs.
Behavioral assessments can identify areas where small changes in behavior could have big impacts. For instance, pouring grease down the drain is not good for wastewater infrastructure. Designing interventions based on behavioral research helps water stewards achieve goals without massive capital or operational investments.
Communicate the Value of Water With Confidence
Our Value of Water framework is more than a philosophy — it’s a practical approach to making smarter, more impactful decisions. By combining engineering, economics, behavioral science and strategic communications, we can help water stewards move from reactive to proactive, from least-cost to high-value, and from skepticism to support.
Water infrastructure may be invisible, but its value is undeniable. With the right data, tools and messaging, we can help your stakeholders see that. If you’d like to explore how our Value of Water approach could support your efforts, please email us at Water [at] hdrinc.com (water[at]hdrinc[dot]com).
