Saving water in the Santa Clarita Valley

California is staring down a hotter, drier future—and local water agencies are under pressure to adapt. For communities like Santa Clarita Valley, every drop matters, but traditional conservation campaigns weren’t reaching people in the ways they needed to. That’s why SCV Water partnered with us to uncover what truly drives—or blocks—everyday conservation.

We brought in behavioral scientists and community interviewers to listen directly to residents, surfacing insights that reshaped how the agency designs its outreach and programs. These findings have helped SCV Water connect with customers more effectively—turning conservation from an abstract responsibility into a personal, practical choice.