Mind Tricks: Recycled Water

Dr. Paul Rozin, Professor of Psychology at the University of Pennsylvania, studies human disgust, and has applied his expertise to the problem facing water reuse. He suggests bottling recycled water as a possible solution to overcome the “yuck factor” associated with recycled/reclaimed water. The packaging and branding, which invokes a cleaner image for the public, [...]

Yuck Not

All of us in the “Water Community” hold these truths to be self-evident: 1) reclaiming and reusing wastewater makes environmental and economic sense when done safely, 2) such resource recovery efforts fall flat without sufficient public support,and 3) the “yuck factor” has to be tackled with good science, strategy, and patience. An important new study [...]