From North Carolina, word that residents are not really all that altruistic and require some sort of pricing structure to help them understand that they’re in a frickin’ drought:
Less than two months ago, Gov. Mike Easley urged all North Carolina communities to reduce water consumption by 50 percent. After showing marked declines in the weeks immediately after the governor’s challenge, Triangle utilities are now seeing the limits of short-term conservation measures.
“We have gotten most of the stuff that can be gotten by behavior change,” said Bill Holman, a senior fellow at Duke University’s Nicholas Institute for Environmental Policy Solutions. “If we’re going to make additional gains, it’s going to involve policy, pricing and technology.”
(via John Whitehead)