California State University, Los Angeles 1

The project supports marketing strategies designed to overcome barriers to reclaimed water as a main drinking source, focusing equity-centered market research to better understand the current water-related needs, education, and challenges of underserved LA communities. In a nutshell, the fundamental challenge is this: in order to meet our water demands it is essential that we make full use of reclaimed water – that is, reclaimed from the streets and sewer and then purified for drinking – but without creating in fact or perception some kind of two-tiered system of water delivery, where wealthy communities receive water that’s “fresh” and the rest get the stuff that’s recycled. Of course, under the best of circumstances getting any group of people comfortable in drinking reclaimed sewer water is a challenge – but perhaps especially so in communities that have historically been dumping grounds of mistreatment. Deep, cultural understanding and sensitivity is key. The project will help close a critical information gap as it helps the County and Metropolitan Water District (MWD) create viable, equitable strategies to better manage its water resources as it moves into a future of increasing water scarcity.

Faculty Lead:
Shika Upadhyaya

Students:
Community-Based Social Marketing (MKT 3950) Students

Collaborating Partner:
Metropolitan Water District

Aligned LA County Sustainability Plan Goals:
Goal 11: Inclusive, transparent, and accountable governance that encourages participation in sustainability efforts, especially by disempowered communities. Goal 12: A commitment to realize OurCounty sustainability goals through creative, equitable, and coordinated funding and partnerships.

Premiere Segment

Pitch deck

Student reports