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Abe Serrano • Los Angeles, CA

Water Use in California

Project Description

A design research initiative to evaluate California commercial and industrial water consumer behaviors and how a redesigned water utility bill can influence business operations towards conservation practices to achieve California’s new permanent water use targets by 2022.

Project Goals

Governor Jerry Brown recently signed into law two new bills that will require California urban water providers to set new permanent water use targets for their service areas by 2022. The main objective of my project is to evaluate the current water utility to commercial water consumer communication channels. My projected outcomes include enabling greater data transparency, influencing new water efficiency performance measures for businesses, and create partnership opportunities for commercial businesses, water utilities, and local governments to meet upcoming 2022 water targets and enable new economic growth opportunities.

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If you are interested in contacting this Fellow, please email Gail Parson, Director of Membership & Engagement, at

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