How different message framing can affect public opinions on water reuse

Water reuse is becoming more relevant, especially in water-stressed regions, yet it is still seen as a controversial option. Providing information on reuse options can have a positive impact of how acceptable people find the concept of reuse. As a result, there is growing interest in understanding the differing impacts from different ways of communicating these messages. 

This study, led by STREAM researcher Daniel Goodwin, aimed to evaluate the way different methods of framing messages about the safety of recycled water impacts attitudes. 689 participants from London, UK, were split into focus groups. Each group was shown an animation about water recycling safety, with a different framing of the message for each group. There were surveys before and after the animation was shown, allowing the researchers to see the impact on the attitudes depending on the framing of the message in each animation.

The results agree with existing knowledge on the impact of difference types of messaging on public attitudes, including important evidence on the positive impact of water safety communications framed in terms of the compliance with water quality requirements. However, there was not an evident positive impact for messages framed in terms of the technology to remove contaminants, nor in terms of the risks relative to other everyday risks. 

These findings help isolate the effects of specific frames and add to the research on how an increased understanding of risk can influence willingness to support water reuse schemes. These results are of great value to water resource planners in creating communication materials that help to improve public perceptions of water reuse, and this could lead to an even further improvement over a larger time frame. As the UK could soon run into problems with water scarcity, it’s important that we begin to change minds so we can avoid wasting such a precious resource.

Full article:
Informing public attitudes to non-potable water reuse–The impact of message framing, D Goodwin, M Raffin, P Jeffrey, HM Smith, Water research 145, 125-135