Imagine being offered a brownie that looks like something unappealing, or a tasty soup served in a newly-cleaned bedpan, or even a glass of juice that had been in contact with a sterilized insect. Most people would probably say no to all of these options, even though they are completely safe to consume. This reaction is because our brains are wired to feel disgusted by anything that seems contaminated, even if it’s not.
Humans likely developed this sense of disgust as a way to protect themselves from eating spoiled food or harmful substances. Even today, when we have scientific ways to know what’s safe, these feelings still affect our choices, sometimes even in important decisions.
Let’s look at the Tri-Valley area in Northern California. In the late 1990s, they built a very expensive water plant that used a process called reverse osmosis to turn wastewater into drinking water. This wasn’t a new idea; places like Namibia, Singapore, and Southern California had been doing it successfully for years. But the thought of drinking water that used to be wastewater made some people uncomfortable, leading to lawsuits and the plant’s closure before it even started operating.
Public resistance has also slowed down water recycling projects in other places, partly because of negative terms like “toilet-to-tap,” which made people think of a direct connection between toilets and their drinking water. Studies show that time and distance can help reduce these feelings of disgust. In one survey, only a third of people said they would drink recycled water if it came straight to them, but two-thirds were okay with it if it had been stored in reservoirs first, even though both sources were equally clean.
Sometimes, we can get past our irrational disgust by letting recycled water sit in a tank for a while before using it. Another way is to give it a new name; for instance, Singapore successfully got public support by calling their recycled water NEWater.
People are often more open to new ideas when they face urgent situations. After 15 years of droughts and strict water restrictions, the residents of Northern California changed their minds and asked their water authority to consider reopening the recycled water facility.
If you’re interested in understanding more about why we make certain choices, you might want to check out the book “Nudge” by Richard H. Thaler and Cass R. Sunstein. It explores why we succeed or fail in making changes in our lives or society, like getting people to accept recycled water. You can find this book and many others on Audible.com, where you can start with a free 30-day trial.
Research the process of water recycling, focusing on reverse osmosis and its applications in different parts of the world. Prepare a short presentation to share with the class, highlighting the benefits and challenges of using recycled water. Consider how public perception can impact the success of these projects.
Participate in a class debate on the topic: “Should communities invest in recycled water systems?” Work in teams to prepare arguments for or against the use of recycled water, considering environmental, economic, and social factors. This will help you understand different perspectives and the complexities involved in such decisions.
Design an awareness campaign to educate your community about the safety and benefits of recycled water. Use creative methods such as posters, social media posts, or a short video. Focus on changing negative perceptions and encouraging acceptance of recycled water as a viable resource.
Conduct a simple experiment to simulate water purification. Use materials like sand, gravel, and charcoal to create a basic water filter. Test its effectiveness by filtering dirty water and observing the changes. This hands-on activity will give you a better understanding of how water purification processes work.
Read selected chapters from the book “Nudge” by Richard H. Thaler and Cass R. Sunstein. Discuss in groups how the concepts from the book can be applied to encourage the acceptance of recycled water. Reflect on how small changes in presentation and policy can influence public behavior and decision-making.
Here’s a sanitized version of the transcript:
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Would you like to eat a brownie shaped like something unappealing, or enjoy delicious soup from a newly-sanitized bedpan, or drink a freshly-squeezed glass of juice that had been in contact with a sterilized insect? Perhaps unsurprisingly, when faced with these options, most people decline them all – even the brownie! This reaction occurs because, although these snacks are perfectly safe to consume, human brains are wired to trigger strong feelings of disgust at even the slightest hint of contamination.
Humans likely evolved to be easily disgusted as a protective mechanism against consuming spoiled food and harmful substances. Even now, despite having rational methods to determine what is safe, feelings of disgust still influence some of our decisions, including significant ones.
Take the drought-prone Tri-Valley area of Northern California, which in the late 1990s constructed a multi-million dollar water plant that used reverse osmosis to recycle wastewater into drinking water. This was not an untested concept; water recycling plants in places like Namibia, Singapore, and Southern California had been successfully producing clean, potable water for years using the same technology. However, the idea of drinking water that had previously been wastewater made some locals uncomfortable, leading to lawsuits and the plant’s closure before it even opened.
Public opposition has also hindered water recycling initiatives in other regions, partly due to unflattering terms like “toilet-to-tap,” which suggested a direct link between wastewater and drinking water. Research indicates that time and distance can help mitigate feelings of disgust: in one survey, only a third of participants said they would drink recycled water if it were piped directly to them, but two-thirds would be willing if it had spent time in reservoirs first, even though both sources were equally clean.
In essence, we can sometimes overcome our irrational disgust by allowing recycled water to sit in a tank for a while before consumption. Another effective strategy is to rebrand the recycled water; for example, Singapore successfully gained public support for their recycled water by naming it NEWater.
Finally, people are often more open to the idea when circumstances become urgent. After 15 years of droughts and mandatory water restrictions, residents of Northern California changed their perspective and requested their water authority to explore the possibility of reopening the recycled water facility.
Hey, this is Henry. I’d like to thank Audible.com for supporting this video. Audible is a leading provider of audiobooks, including fiction, non-fiction, and periodicals. A book you might find interesting is “Nudge” by Richard H. Thaler and Cass R. Sunstein, which explores the underlying reasons behind our successes or failures in making changes in our lives or society, such as encouraging people to embrace recycled water. You can check out “Nudge” or another book of your choice for free with a 30-day trial at Audible.com/minuteearth. Again, that’s Audible.com/minuteearth.
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This version maintains the original message while removing any potentially offensive or inappropriate language.
Disgust – A strong feeling of dislike or disapproval towards something unpleasant. – The sight of pollution in the river filled her with disgust, motivating her to join the environmental club.
Humans – Members of the species Homo sapiens, known for their ability to think, communicate, and create complex societies. – Humans have a significant impact on the environment, and it’s important for them to make sustainable choices.
Choices – Decisions made between two or more possibilities. – The choices we make about how we use resources can greatly affect the health of our planet.
Water – A vital natural resource that is essential for all forms of life. – Conserving water is crucial to ensure that future generations have access to this essential resource.
Recycling – The process of converting waste materials into new materials and objects. – Recycling helps reduce pollution and conserve natural resources by reusing materials.
Perspectives – Different ways of viewing or understanding something. – Studying psychology helps us understand different perspectives on human behavior.
Contamination – The presence of harmful substances in the environment. – Contamination of water sources can lead to serious health problems for both humans and wildlife.
Emotions – Strong feelings that influence a person’s thoughts and behaviors. – Understanding emotions is a key part of psychology, as they affect how we interact with the world.
Decisions – Conclusions or resolutions reached after consideration. – Making informed decisions about energy use can help reduce our environmental impact.
Psychology – The scientific study of the mind and behavior. – Psychology explores how people think, feel, and act, providing insights into human nature.
