Sparkman & Walton, 2017 Experiment 5: Learning that people are incresaingly using full loads when doing laundry reduced water usage among Stanford students over three weeks
Laundry machines in a room labeled with a dynamic norm about water conservation (“Stanford residents are changing: Now most use full loads. Help Stanford conserve water!”) showed a 28.5% reduction in usage over 3 weeks, as compared to the prior 3 weeks. By contrast, machines in a room labeled with a static norm (“Most Stanford residents use full loads. Help Stanford conserve water!”) showed a reduction of just 9.73% and those in a no-treatment control room showed a reduction of 2.5%.