The “yuck factor”. The aversion or disgust people may feel when considering the idea of using treated wastewater for various purposes. This sentiment often stems from the perception that wastewater is dirty, contaminated, or unclean. It is often a barricade standing in the way of developing technology and its implementation. When shared by masses, the feeling can fuel enough power to shape environmental policies.
For instance, several municipalities opting for the cost effective and safe solution of reclaimed water were opposed due to this phenomenon. The Yuck Factor has been commonly associated with wastewater treatment and reuse. A sentiment often stemming from the perception that wastewater is dirty, contaminated, or unclean.
The Psychology
Psychologically, the origin of water plays an important role. This phenomenon has been used by marketers widely when promoting water brands. There is no rational reasoning behind it, seeing that the natural cycle ensures that all sewage eventually becomes freshwater. However, our cultural surroundings affect our tastes.
Let’s take a look at Singapore. Singapore has turned sewage water into clean drinkable water. The recycled water now meets up to 40% of the island’s demand. They broke the barrier of “yuck factor” by branding the sewer-mined and recycled water as NEWater – water that is as good as new. Sewage treatment plants were renamed ‘water reclamation plants’ and sewage or wastewater became ‘used water’, to draw parallels with the natural water cycle.
India’s Perspective:
In India, it’s taking longer to implement recycling of water. Cities like Bengaluru have started promoting the installation of decentralized sewage treatment systems to adhere to the Zero Liquid Discharge policy. However, there is barely any progress regarding reuse of water. The bottleneck is trust. Trust decreases when output water color changes. Residents have reported that operations and maintenance are not carried out regularly by the people with expertise in this field.
Conclusion:
The perception of the “yuck factor” can be addressed through education and awareness about the extensive treatment processes involved in wastewater reclamation. Public health agencies and water authorities play a crucial role in disseminating accurate information about the safety and benefits of reclaimed water. But most importantly, it needs to be ensured that the water is treated to rigorous standards and continuously monitored to safeguard public health. The people need to be shown that the treatment works and will not have any adverse effects.
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