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All water utilities and most governments now pursue programmes of public education aimed at promoting reductions in water use. Such programmes have increasingly moved on-line, targeting consumers with tweets, Instagram posts and even Tik Toks enthusiastically promoting [[water conservation]]. This is a welcome change from previous approaches based on physical mailshots of enclosures with water bills as there is little evidence that these exercised much influence on water users' behaviours.
An under-recognised challenge with [[consumer education]] approaches to demand management is that they tend to assume that water users are always [[rational agents]], collecting all relevant data and then producing purely rational decisions based on the data. Research into water users' behaviours shows that most decisions are more linked to habit, perception and social conventions than rationality, particularly in the domestic sphere. In agriculture and industry consumer education approaches are less common, as there is a greater reliance on water tariffs and direct state regulation of water abstraction and wastewater return.
=== Replacement of fixtures and fittings ===
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