I think there are sectors in the economy that speak the language of money, so I strongly believe in raising awareness. When I was a kid, I was taught to brush my teeth and not leave the tap water running. I also gave that message to my children, and I think it's an effective way of communicating that water is valuable and that you shouldn't spill it.
At the same time, I also believe that we currently don't pay anything for the water that we're using. We're paying for the treatment of the water, and that's not only an issue globally but also here in Canada. There is technology readily available that we can use, but we're not using it because there is no financial incentive to do so.
Where I come from, my house already had a grey-water tank to flush my toilets. It's crystal-clear water. We don't need drinking-quality water, which is very valuable and very costly, to flush our toilets, for example. We're not using that kind of technology because there is no incentive. It's too cheap to—