LA Study: Families Cut Water Use 56% by Making Life Easier

LOS ANGELES, CA – March 20, 2026 – In a city perpetually conscious of its water supply, a groundbreaking study has revealed a startlingly simple path to profound conservation: making life easier. A first-of-its-kind pilot project in Los Angeles has demonstrated that families can slash their indoor water consumption by more than half, not by taking shorter showers or sacrificing convenience, but by adopting a new generation of high-performance home products and appliances.

The two-year study, orchestrated by the 50L Home Coalition, saw participating households reduce their average daily indoor water use to just 21 gallons (79 liters) per person—a staggering 56% below the city's official average of 48 gallons. The most remarkable finding, however, was not the number itself, but how it was achieved. Participants reported that their daily routines became simpler and more enjoyable, transforming the narrative of sustainability from one of restriction to one of enhancement.

Redefining Conservation Through Innovation

The Los Angeles pilot, which involved 31 homes, was designed to test a radical hypothesis: that superior product performance and convenience could be more effective drivers of lasting habit change than traditional conservation messaging. In 15 of the homes, researchers installed a suite of high-efficiency appliances, fixtures, and consumable products from coalition partners like P&G, Electrolux, Kohler, and IKEA. Crucially, the water monitoring sensors were hidden, and residents were never asked to consciously save water or monitor their progress.

The results validated the approach in dramatic fashion. The savings were not a result of sacrifice but a natural byproduct of better-performing systems. “We didn't have to make any sacrifice...I just don't feel like I put effort into things. It's actually removed efforts, really,” reported one participant. “The fact that we can do that [save water] without even really realizing we did it…everyone should be doing this.”

The data, compiled from over 258 million data points, shows a systematic reduction in resource use across the home:
* In the Kitchen: Overall daily water usage dropped by 14%, even as families ran their dishwashers 13% more often. The most significant change was a 49% reduction in hot water use at the sink, as tasks like pre-rinsing and soaking dishes became unnecessary.
* In the Laundry Room: Daily water use for laundry plummeted by 32%, with hot water use cut by nearly half (48%).
* Overall Energy Savings: Driven by the sharp decline in hot water consumption, the homes saw their daily water-related energy use decrease by an average of 35%, delivering a triple benefit of water conservation, reduced carbon emissions, and lower utility bills.

“Our goal here is better living and better consumer value,” said Frantz Beznik, Executive Director of the 50 Liter Home Coalition for the World Business Council for Sustainable Development (WBCSD). “This study has produced real-world insights that can empower homeowners, utilities and homebuilders to integrate these innovative, efficient systems and products.”

The Technology of Effortless Savings

The secret to these "effortless" savings lies in a holistic system where innovative products work in concert to eliminate wasteful steps in daily chores. Instead of asking people to change their behavior, the technology changed the task itself.

In the kitchen, high-efficiency dishwashers from Electrolux and IKEA were paired with advanced detergents like Cascade pods, which are formulated to work effectively without pre-rinsing. For items washed by hand, spray-on soaps like Dawn Powerwash allowed for effective cleaning with minimal water. This combination saved an average of 13% of the time residents spent at the sink.

A similar synergy was at play in the laundry room. High-efficiency washing machines paired with cold-water-optimized detergents, such as Tide PODS, delivered superior cleaning results without hot water, eliminating the need for energy-intensive cycles and the chore of sorting laundry by color.

In the bathroom, the retrofits included well-designed, ultra-low-flow showerheads and faucets from Kohler and IKEA, which maintain water pressure while reducing flow. These were complemented by high-efficiency, dual-flush toilets that reduce the need for double flushing. The approach proves that when products are designed around human routines, efficiency becomes an intuitive upgrade, not a conscious effort.

“At Kohler, we believe design, performance, and sustainability go hand-in-hand,” noted Jackie Schneider, Senior Director: Sustainable Living at Kohler Co. “The 50L Home Los Angeles pilot demonstrates that thoughtfully designed and high-performing products can elevate everyday experiences while delivering meaningful water and cost savings.”

A Blueprint for Urban Water Resilience

The study's findings are particularly resonant in Southern California, a region with a long history of drought and a sophisticated water conservation infrastructure. For decades, the Los Angeles Department of Water and Power (LADWP) has successfully encouraged conservation through public campaigns and rebates, leading to what experts call "demand hardening"—a state where the easiest water savings have already been achieved, making further reductions more difficult.

The 50L Home pilot offers a powerful new strategy to overcome this challenge. By focusing on indoor efficiency gains through technology, it opens a reliable, year-round pathway for savings that complements existing programs focused on outdoor water use, like turf replacement.

“At the Los Angeles Department of Water and Power, we recognize that efforts on both the utility scale and the customer sector are essential to managing water wisely,” said Kendall Helm, Chief Strategy and Sustainability Officer for LADWP. “We are excited to incorporate many of these innovative, water-saving appliances into our Efficient Product Marketplace, where our customers can access rebates for making choices that save water and energy."

This model is not just for Los Angeles. With the United Nations reporting that nearly half the world’s population experiences severe water scarcity, the pilot serves as a proven blueprint for other water-stressed cities. The 50L Home Coalition’s mission is to make this level of efficiency—roughly 50 liters, or 13 gallons, per person per day—the global standard for new construction and retrofits.

The Business of a Sustainable Future

The success of the pilot hinges on a unique collaborative model, bringing together competing global brands, public utilities, and non-profits to tackle a shared challenge. The 50L Home Coalition, coordinated by the World Business Council for Sustainable Development and the World Economic Forum, demonstrates that public-private partnerships can accelerate innovation and scale solutions faster than any single entity could alone.

For the companies involved, the project is more than philanthropy; it is a glimpse into the future of consumer demand. "This study proves that smart, innovative, and well‑designed products combined with efficient appliances and fixtures make routines easier and life at home more enjoyable – while also significantly reducing environmental impact,” said Victor Aguilar, Chief Research, Development and Innovation Officer at Procter & Gamble.

While the upfront cost of high-efficiency appliances can be a barrier for some households, the study highlights a clear return on investment through lower utility bills. Furthermore, robust rebate programs, like those offered by LADWP, can bridge the initial financial gap, making these upgrades accessible to more residents. By proving that sustainability can be synonymous with superior performance and convenience, the coalition is building a powerful business case for a more water-secure future. The ultimate goal is to shift the market itself, making highly efficient homes the norm, not the exception.