Graphic from Pixabay
When it comes to driving sustainability in commercial facilities, traditional wisdom says: appeal to self-interest. We tell occupants to "turn off the tap to lower utility bills."
Research from Harvard Business School tells a different story.
According to Dr. Jillian J. Jordan, prosocial messaging—appealing to the public good and community stewardship—is often far more effective than personal cost incentives. Human beings are inherently social actors; we want to contribute to the greater good.
So, how can Facility Managers use this behavioral science to nudge occupants toward water efficiency?
Look at a real-world example from Belén, Costa Rica:
Local leaders tested a simple normative behavioral nudge on water bills.
🔴 High-consumption households: Received a red sticker with a frowning face.
🟢 Low-consumption households: Received a green sticker with a smiling face.
The Result: The red-sticker group dropped their water consumption by 2% almost overnight. Across a municipality, that equals millions of gallons saved at virtually zero capital cost.
3 Ways to Apply "Prosocial Nudges" in Commercial Facilities:
1️⃣ Comparative Benchmarking: Display dynamic digital signage celebrating floors, suites, or departments that reduced their water footprint compared to neighbors.
2️⃣ Constructive Normative Feedback: Use subtle visual dashboards highlighting areas above average consumption to gently encourage alignment.
3️⃣ Frame Around Collective Impact: Shift messaging from "Save water to cut costs" to "Help our building community save 10,000 gallons this month."
Hardware upgrades—like smart metering, low-flow plumbing, and waterless restroom fixtures—are vital. But technology is only half the equation.
When you combine smart hardware with behavioral science, passive building users become active partners in long-term environmental stewardship.
💬 Facility leaders: Have you tried using social nudges or benchmarking in your properties? What strategies have worked best for your teams?
About the Author:
Klaus Reichardt is the CEO and founder of Waterless Co., Inc., pioneering water-efficient plumbing technologies and commercial conservation solutions since 1991.
