Even during droughts, many Americans guzzle water. In dry California, for example, some cities use more than four times as many gallons of water than do their neighbors.
Solution
Discovering they are hypocrites prompts people to turn off the tap...
Small acts like reusing a hotel towel can save thousands of gallons of water, detergent, and oil every day. But most hotel guests use their towels only once before having it washed.
Solution
A simple message that appeals to our desire to fit in with people like us - that is, to follow local social norms - moves hotel guests to reuse their towels...
