AWWA JAW71983

This wide-ranging article provides a generalized overview of broad trends in the water industry, including expected drivers of future growth, not the least of which will be ever-increasing demand as population, economic output, and standards of living continue to increase and the supply of water remains fixed. The article also comes with a warning that we have been careless with our most precious natural resource. Unless we are willing to make some changes in our habits and ante up the money to pay for something closer to what it really costs to produce and deliver our water, we may find that in the not-too-distant future it will not be so readily available. Utilities need to learn how to better market the value of the product they produce - water - so that a cost-conscious and skeptical public is more appreciative and aware of the fact that clean water is not a simple, free luxury. It costs money to produce, it will cost more in the future, and it is well worth it.