Drought Restrictions and Communicating with Customers

By Hope Thomson, Senior Project Director

As drought continues in North Carolina, utilities seek to encourage water conservation by their customers to alleviate pressure on local storage capacity. Utilities face different drought conditions, source water challenges, and policy frameworks, so restrictions may vary significantly even among neighboring communities. The National Integrated Drought Information System (NIDIS) notes that research supports the idea that the public will take action to reduce water use – so communicating clearly how customers can take action is paramount.

In this post we will focus on how to clarify to customers what types of water use are and are not allowed or altered in whatever stage of drought management you are in currently. There are often multiple types of restrictions that apply variably depending on the customer and their water use patterns. Consider methods that can simplify and clarify information, so that the most important restrictions are being considered and remembered by customers. This post does not identify which restrictions are impactful, but focuses on how to communicate clearly about the restrictions you choose to implement.

1. Select.

In crisis communications, there is a “Rule of 3”: people can only process 3 pieces of information at a time instead of the 7 that are normally retained. Though drought is an extended period of time rather than a discrete crisis, consider phrasing water use restrictions so that they are captured by shorter attention spans. Identify the restrictions that will have the greatest impact on reducing demand and make those the centerpiece of your messaging. One example of this could be focusing on three behaviors that customers should reduce. If its outdoor irrigation, car washing, and power washing, make it clear that those behaviors are prohibited and that’s where people should focus. If there are simple graphics you can produce, that may be useful and help restrictions “stick” in customer’s minds as well.

A customer-facing message using this concept could read “Remember these three Stage 2 restrictions: no automatic irrigation systems, no washing vehicles at home, and no power washing buildings or driveways.”

2. Stratify.

Organizing the information you present is critical. Use headers or categories that make it exceedingly clear what restrictions apply, in what amount, to which customers and when. Too many categories can be overwhelming, so start with one strategy and see what applies best to your customers. One example may be using the magnitude of the restrictions as shown below, but other categories could apply, such as restrictions by area or by customer type.

Prohibited Water Uses

• • • Vehicle washing outside of commercial facilities
    • Power washing of buildings and other structures
    • Filling of private and family pools

Partially Restricted Water Uses

• • • Outdoor irrigation
      • Restricted to certain days and times of use (see schedule below). No irrigation allowed on Mondays.
      • When allowed, customers must use handheld hoses with nozzles that shut off automatically (i.e., trigger or spring-loaded spray nozzles).
      • All automatic irrigation systems (spray and drip) are prohibited.

Outdoor Irrigation Schedule

(Handheld hoses only; no automatic irrigation; No irrigation on Mondays)

Encouraged Behaviors

• • • Take showers instead of baths
    • Run the dishwasher and washing machine only when full
    • Flush toilet only when necessary
    • Check for and repair leaks in your home
    • Use trigger- or spring-loaded nozzles on garden hoses

Another way to organize this is from the customer perspective using three key questions and including the corresponding behaviors under each header:

1. 1. What can I not do?
   2. What can I still do?
   3. What should I do voluntarily to help conserve water?

3. Simplify.

Language across water restriction policies should be easily understood and implemented. Avoid jargon or industry specific terms when possible. Focus on activities that customers can reasonably self-monitor for and adjust. For example, most residential customers cannot reasonably measure in gallons or inches how much water they are using to water their lawns, gardens, or landscaping. Time-based or day-based restrictions will likely be easier to follow and more effective. Additionally, define technology that customers are and aren’t allowed to use. If “automatic shutoff” is required of garden hose use, be explicit about what types of shut off mechanisms are included. Consider what customers will see at the hardware store or on a receipt – if trigger or spring-loaded attachments qualify as automatic shutoff, then use that language instead.

Phrasing this for the customer could read “You may use a hand-held hose with a trigger- or spring-loaded nozzle that stops the flow of water when released. Automatic sprinkler and irrigation systems are not permitted.”

Once you have your restrictions prioritized, organized and simplified, publicize them on as many channels as possible, including ones that you may not access during regular operations such as the radio, newspaper, social media and more.

For additional resources, see the Centers for Disease Control and Prevention’s full toolkit on drought communication as well as the National Integrated Drought Information System’s website. Additionally, the SOG EFC will be hosting a free virtual round table for utilities to share their experiences with one another and ask questions on July 30, 2026. Register to attend in advance.