The behavioral economics of drought management

During one of the hottest and driest summers on record, Greg Fisher, manager of demand planning at Denver Water, is doing everything possible to make sure people conserve water.

Denver Water has put drought-time restrictions in place, requiring customers to only water their lawns twice a week. Denver Water’s target was to cut water use by 20% this year.

So far, it has been more like 7%.

Along with aerial photography linked to customer accounts, the utility is relying on residents to report their neighbors whose lawns are looking a little too green. They’ve received around 6,000 reports from residents so far.

“It really will come down to continuously educating people, reminding them what the rules are, and then making sure that we back that up with warnings and fines when we need to,” Fisher said.

“Marketplace” host Amy Scott talked to Fisher about how Denver Water is managing the city’s worst drought on record, which could continue for months to come.

To listen to their conversation, use the audio player above.