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Remember how your mom would ask if you’d jump off a bridge just because your friend did? Of course you wouldn’t, but now some scientists are betting that if a group of friends jumped off that bridge you might very well follow.

What does this have to do with water conservation? Well, conserving water is about adopting behaviors and it turns out it’s far easier to adopt behaviors as part of a group than on your own. As ASU professor, Robert Cialdini found out, simply changing the wording on hotel towel reuse signs can contribute to saving 7 trillion gallons of water – a theory dubbed “social proof.”

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Not convinced? Check out the study here.

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