Drought in cities: Will people get tired of water-saving demands?

Droughts are forecast to be more common than rare in coming years. Drought is the new normal, said Mark Lubell, a University of California, Davis, professor of environmental science and policy. And fines for using too much water are not enough motivation, he said. The researchers' results were published in the Journal of Environmental Psychology. But the result of the research "suggests social norms are one of the most important drivers of water use," Lute said. She's not a fan of water shaming.