From pushing atoms to growing networks : cultural innovation and co-evolution in urban water conservation

Conventional approaches to urban water conservation programs are limited by their conceptions of the water consumer as an autonomous individual: a social 'atom.' These approaches typically ignore how cultural norms (e.g. of cleanliness), 'Big Water' infrastructures, and existing domestic technologies set the baseline of water consumption. We promote instead a 'cultural innovation' approach to urban water conservation that understands water users as members of cultures and sociotechnical networks, whose habits and expectations of water use are embedded in 'co-evolving' (Shove 2003) relations with water technologies and large-scale water systems. We outline some strategic principles for changing water cultures, with a focus on 'meso-level' groups and networks (friends, neighbours, clubs, etc.). The goal is a redistribution of roles and responsibilities in the relationships between water users, technologies and water authorities, initiated through the process of 'growing networks of water-savers'.