Scaling Water Reuse in Cities

As cities around the world face increasing water stress driven by climate change, population growth, and urban development, direct potable reuse (DPR)—the use of highly purified reclaimed water for drinking—has emerged as a critical strategy for ensuring water security. Despite its cost-effectiveness and climate resilience, global adoption of DPR remains limited, accounting for only 12% of municipal freshwater withdrawals. Public resistance, often stemming from concerns about safety and the so-called “yuck factor,” remains a major barrier. 

In partnership with the World Bank’s 2030 Water Resources Group, the Capstone team investigated public perception breakthroughs that could enable the wider adoption of DPR. Drawing on an extensive literature review, expert interviews with regulators, scientists, and communication specialists, as well as fieldwork in Cape Town—a city actively exploring DPR—the team developed a comprehensive framework for understanding the drivers of public acceptability. The recommendations focused on three key strategies: building public trust in institutions, demonstrating capacity, and using moments of crisis to catalyze public support. The team presented their findings at the International Water Reuse and Reclamation Conference in Cape Town, receiving feedback from a global audience of experts, policymakers, and industry leaders. In addition, the team designed a practical communications strategy aimed at supporting city leaders seeking to implement DPR initiatives. The project's insights are now informing the World Bank’s approach to stakeholder engagement around water reuse, with plans to feature the findings on the 2030 WRG global platform and integrate the framework into municipal strategies for water resilience worldwide.