Convincing The Public Of Potable Reuse

The general public has a long history of fearing what it does not understand. The unknown threatens our perception of the world, it threatens our security, and maybe on some level it threatens our very existence as we understand it.

This could explain the animosity aimed at potable reuse, the practice of introducing recycled water directly into a public water system or blending recycled water into a natural source upstream from the treatment plant. Ask a sensible water professional and they will explain that recycled drinking water is as clean, if not cleaner, than what’s currently coming out of the tap.

And yet, a stigma persists. Last year, University of Pennsylvania psychologist Paul Rozin found that of 2,000 consumers surveyed, only 49 percent were willing to drink recycled water.

While there is evidence to indicate that the public is coming around on recycled water, the “toilet-to-tap” moniker has persisted. It’s on water utilities to change that.

To bring this call to action to water agencies along with actionable steps for them to pursue, the WateReuse Association, a nonprofit trade group, hosted a potable reuse communications webcast last month with one of its state sections, WateReuse California.

Jennifer West, managing director of WateReuse California, believes that activity in her state makes this the perfect time to laud the benefits of potable reuse and change the national perception.

“California is experiencing a major uptick in interest in potable reuse and other communities across the country and around the world are watching closely,” she said. “With this intense activity in California and increasing interest from our members in general, the need for the workshop was clear.”

For years, the research branch of the WateReuse Association has been looking into the best ways to communicate the value of potable reuse, developing videos, graphics, and other tools that can help public outreach. The webcast was an opportunity to share those tools.

“Some of the key steps include developing coordinated and consistent messaging; creating communication and outreach tools such as literature, websites, speaker’s bureaus, and visitors’ centers; building trust in water quality; identifying opinion leaders; and developing a rapid response plan,” explained West. “Getting the messages right is essential.”

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Taxonomy

• Reuse
• Recycling