Using influencers to encourage people to drink tap water

Against the backdrop of climate change and dwindling water resources, supplying water to large metropolitan areas is becoming an increasingly challenging task for public authorities, who must find urgent solutions. One of the clearest and most viable ways forward is to incorporate recycled tap water into urban supply systems. However, despite being sustainable and safe, this option faces a major obstacle: consumers' instinctive, psychological resistance. Now, an international study led by the Universitat Oberta de Catalunya (UOC) has identified a method that could prove key to overcoming resistance: influencer marketing.