Albuquerque, where I live, is currently in the middle of a major drought, as is most of the Southwest, and everyone has been called on to try and conserve as much water as possible. Apparently consumers took this seriously, and water usage dropped 9% last year. As a result, the water authority ended up with a deficit because people didn't use enough water to cover the budget they had passed. And so the water authority just authorized a rate increase of 5% in order to cover the budget deficit. This follows a 5% rate increase from last year as well
People are using less water, which is a good thing, and now are going to be charged more for the lower amount of water they are using. What is the message we are actually conveying about the need and the benefits of conserving?