3. Overview
1) Americans are very worried about their water
2) Flint and drought have impacted public opinion
3) Water is less partisan than many other issues
4) Many favor conservation and see it as their civic duty
5) Americans are willing to pay to fix their water
infrastructure
6) Water seen as a good value, but people are wary of
rate increases
7) Communications are critical for recycled water
5. Only 1 in 3 Americans drink straight from the tap
Source: February 2016 AP-GfK Poll
What kind of water do you normally drink at home?
33%
36%
30%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Straight tap water Filtered tap water Bottled water Refused/Not
Answered
6. Only 1 in 4 Americans know source of their water
Source: March 2011 FM3/POS poll
7. Awareness of water source varies across the West
Source: FM3/POS Sept./Oct. 2017 Water Foundation poll
11. 2) Flint and drought have impacted public opinion
12. Many think a crisis like Flint could happen to them
Source: May 2017 Nestlé Waters North America poll
13. Californians’ views of water supply: 2009-2017
Source: Public Policy Institute of California
“Would you say that the supply of water is a big problem, somewhat of a problem, or not much of
a problem in your part of California?”
0%
10%
20%
30%
40%
50%
60%
70%
80%
Dec-09
Apr-10
Aug-10
Dec-10
Apr-11
Aug-11
Dec-11
Apr-12
Aug-12
Dec-12
Apr-13
Aug-13
Dec-13
Apr-14
Aug-14
Dec-14
Apr-15
Aug-15
Dec-15
Apr-16
Aug-16
Dec-16
Apr-17
Big problem
Not much of a
problem
14. Public opinion impacts water conservation efforts
Source: Public Policy Institute of California
15. 3) Water is less partisan than many other issues
20. Wide partisan divide over climate change
Source: FM3/POS Sept./Oct. 2017 Water Foundation poll
21. 4) Many favor conservation and see it as their
civic duty
22. Many people see water conservation as a civic duty
Source: San Diego County Water Authority
23. Californians’ views on local water conservation efforts
Source: July 2017 Public Policy Institute of California Poll
“When it comes to water conservation in your part of California, do you think that
your local government is doing too much, the right amount, or not enough?”
6% 8% 8% 5% 7% 4%
52% 52%
43% 52% 50% 57%
38% 35%
43%
39% 39% 35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All adults Central
Valley
Inland
Empire
Los Angeles Orange/San
Diego
San
Francisco
Bay Area
Don't
know
Not
enough
The right
amount
Too much
24. 5) Americans are willing to pay to fix their
water infrastructure
33. Recycled water popular in San Francisco Bay Area
7
11
23
23
26
37
46
50
24
25
35
40
42
38
38
38
32
25
18
17
17
9
7
5
32
31
12
6
10
3
3
2
6
8
11
13
5
12
7
4
0 20 40 60 80 100
Raising water rates
Requiring $5/month "drought fee"
Adding recycled water to drinking water supplies
Building new dams and reservoirs
Implementing mandatory water restrictions
Expanding seawater desalination
Increasing efficiency standards for farms
Expanding the use of recycled water
Strongly favor Somewhat favor Somewhat oppose Strongly oppose Don't know
Percent
Source: April 2015 Bay Area Council Poll
The following are potential strategies for improving California’s drought preparedness.
For each one, please select if you favor or oppose it.
34. Opinion on recycled water depends on intended use
11%
18%
22%
39%
41%
60%
65%
69%
86%
87%
0% 20% 40% 60% 80% 100%
Drinking
Cooking
Bathing
Filling swimming pools
Washing clothes
Watering crops
Watering dairy fields
Watering fruit trees
Flushing toilet
Watering lawn
Source: Iris Hui and Bruce Cain, "Overcoming psychological resistance toward
using recycled water in California," Water and Environment Journal, Aug. 2017.
% willing to use recycled
water in application
36. Californians’ views on building desalination plants
“Please say if you favor or oppose the following: building desalination plants on the
California coast.”
56%
67%
33%
26%
11% 7%
0%
20%
40%
60%
80%
100%
February 2006 July 2017
Don't know
Oppose
Favor
Source: July 2017 Public Policy Institute of California Poll