Rural Water - Quarter 3, 2016 - 25


For example, 39 percent of Rozin's
study participants said they would be
more willing to try recycled water if it
had been held in an aquifer for 10 years;
40 percent said that they'd be willing
to try it if it had travelled 100 miles, as
opposed to one mile. Time and distance
seemed to make it less objectionable.
Another identified strategy for overcoming
objections was cultural normalization.
The example provided was variations in
cultures where it was normal to eat bugs
versus those where it was not. Normalizing
by providing examples of other successful
reuse projects was also found helpful in
the WateReuse study, ie. hearing about
something successful in another state
increased receptivity for a similar project
in a different state. Or, think about the
direct potable water reuse on space
stations, where even evaporated sweat
is reclaimed. For many, this high tech
example is nearly inspirational.
Another key finding from the
WateReuse research was that after
receiving additional information about
potable reuse and the multi-stage
treatment process used to make the water

safe to drink, most participants became
more comfortable with the idea of potable
reuse. In addition, the use of "purified
water" and "certified water" were favored
by participants as terms to describe the
potable reuse water.
Rozin also found association with the
positive was helpful. For example, the
public values environmentally friendly
water sources, and reuse has fewer
impacts than water transfers from other
regions and uses less energy than
desalination. Ongoing droughts may also
have an unexpected benefit. As Rozin
shared in a New York Times interview,
"Under crisis, people accept things that
they wouldn't accept otherwise."3
Ultimately, managing the human
dynamic in potable reuse projects is critical

to success. The good news is that if we can
succeed at putting a direct potable reuse
project out in space and bring it back, we
can certainly do it as part of an integrated
water management portfolio. ‚óŹ
About the Author: Lisa Beutler is the
executive facilitator of the California Water
Plan, and no stranger to solving wicked
problems at massive scales: A principal
at MWH (now a part of Stantec), she
directs numerous complex, high profile,
contentious, collaborative and human
relations efforts for water projects.
This article was reprinted with the permission
of the American Water Resources
Association, and first appeared in the July
2016 issue of Water Resources Impact.

References
1 Revisiting 'toilet to tap,' Marc B. Haefele and Anna Sklar, Los Angeles Times, August 26.
2007, http://www.latimes.com/opinion/la-op-haefele26aug26-story.html
2 Psychological aspects of the rejection of recycled water: Contamination, purification and
disgust, Paul Rozin, Brent Haddad, Carol Nemeroff and Paul Slovic, Judgment and Decision
Making, Volume 10, Number 1, January 2015, pp. 50-63.
3 Toilet to Tap, Hard to Swallow, John Schwartz, New York Times, May 8, 2015, http://
www.nytimes.com/2015/05/12/science/recycled-drinking-water-getting-past-the-yuckfactor.html?_r=1

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RURAL WATER
25
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Table of Contents for the Digital Edition of Rural Water - Quarter 3, 2016

The Latest Drinking Water Innovations
Potable Reuse of Water: A View from Arizona
Getting the Public on Board with Your Potable Water Reuse Plan
Recapturing Revenue from Water Loss
Water Depletion and the Customer
Boardroom Courtesy
From the President
Finance: Audit Requirements
Technology: The New System that Uses Sound to Alleviate Water Shortage
Emergency Management: Creating a Drought Response Plan
A Day in the Life of a Circuit Rider
Regulatory Update
Throwing My Loop: An Old Familiar Tune
Index to Advertisers/ Advertisers.com
Rural Water - Quarter 3, 2016 - cover1
Rural Water - Quarter 3, 2016 - cover2
Rural Water - Quarter 3, 2016 - 3
Rural Water - Quarter 3, 2016 - 4
Rural Water - Quarter 3, 2016 - 5
Rural Water - Quarter 3, 2016 - 6
Rural Water - Quarter 3, 2016 - 7
Rural Water - Quarter 3, 2016 - 8
Rural Water - Quarter 3, 2016 - 9
Rural Water - Quarter 3, 2016 - 10
Rural Water - Quarter 3, 2016 - From the President
Rural Water - Quarter 3, 2016 - The Latest Drinking Water Innovations
Rural Water - Quarter 3, 2016 - 13
Rural Water - Quarter 3, 2016 - 14
Rural Water - Quarter 3, 2016 - 15
Rural Water - Quarter 3, 2016 - 16
Rural Water - Quarter 3, 2016 - 17
Rural Water - Quarter 3, 2016 - Potable Reuse of Water: A View from Arizona
Rural Water - Quarter 3, 2016 - 19
Rural Water - Quarter 3, 2016 - 20
Rural Water - Quarter 3, 2016 - 21
Rural Water - Quarter 3, 2016 - Getting the Public on Board with Your Potable Water Reuse Plan
Rural Water - Quarter 3, 2016 - 23
Rural Water - Quarter 3, 2016 - 24
Rural Water - Quarter 3, 2016 - 25
Rural Water - Quarter 3, 2016 - Recapturing Revenue from Water Loss
Rural Water - Quarter 3, 2016 - 27
Rural Water - Quarter 3, 2016 - 28
Rural Water - Quarter 3, 2016 - 29
Rural Water - Quarter 3, 2016 - 30
Rural Water - Quarter 3, 2016 - Finance: Audit Requirements
Rural Water - Quarter 3, 2016 - 32
Rural Water - Quarter 3, 2016 - 33
Rural Water - Quarter 3, 2016 - 34
Rural Water - Quarter 3, 2016 - Technology: The New System that Uses Sound to Alleviate Water Shortage
Rural Water - Quarter 3, 2016 - 36
Rural Water - Quarter 3, 2016 - Emergency Management: Creating a Drought Response Plan
Rural Water - Quarter 3, 2016 - 38
Rural Water - Quarter 3, 2016 - 39
Rural Water - Quarter 3, 2016 - A Day in the Life of a Circuit Rider
Rural Water - Quarter 3, 2016 - 41
Rural Water - Quarter 3, 2016 - 42
Rural Water - Quarter 3, 2016 - Water Depletion and the Customer
Rural Water - Quarter 3, 2016 - 44
Rural Water - Quarter 3, 2016 - Boardroom Courtesy
Rural Water - Quarter 3, 2016 - 46
Rural Water - Quarter 3, 2016 - 47
Rural Water - Quarter 3, 2016 - Regulatory Update
Rural Water - Quarter 3, 2016 - 49
Rural Water - Quarter 3, 2016 - 50
Rural Water - Quarter 3, 2016 - Throwing My Loop: An Old Familiar Tune
Rural Water - Quarter 3, 2016 - 52
Rural Water - Quarter 3, 2016 - 53
Rural Water - Quarter 3, 2016 - Index to Advertisers/ Advertisers.com
Rural Water - Quarter 3, 2016 - 55
Rural Water - Quarter 3, 2016 - 56
Rural Water - Quarter 3, 2016 - 57
Rural Water - Quarter 3, 2016 - 58
Rural Water - Quarter 3, 2016 - cover3
Rural Water - Quarter 3, 2016 - cover4
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