Jon Christensen makes a great point:

Christensen says experts learned lessons about the “stickiness” of behaviour change during California’s drought.

“When there’s a lot of messaging about conserving water, when there are incentives to conserve water, people do conserve water, they use less water,” Christensen says.

“And when the drought is over there’s some rebound, but those conservation measures do tend to stick at the municipal level and at the household level. You learn new patterns and then those patterns can stick.”