Conservation. In theory, we're all for it. That is, until it begins to affect revenues, lifestyles, or any number of things that make it less attractive. The reality, though, is that most utilities will encounter the need for conservation at some point either because of supply shortages, rapid customer growth, climate change, changing societal norms, or other unforeseen circumstances. This means that even if conservation is not currently a pressing issue for your utility, it's one you can't ignore indefinitely.
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