"We tend to think that water doesn't cost anything so we don't have to protect it," says Steve Maxwell, managing director at TechKnowledgey Strategic Group, a water industry management consulting firm. "The truth is that the planet has a fixed amount of water, while the population and industry continue to explode." As that fixed resource grows scarce, the need for conservation measures increases.One fruitful area is irrigation, says Maxwell, who points to:
• Water reuse and reclamation programs for city parks and golf courses
• Smart irrigation systems, whose automation increases efficiency
• Consulting firms that help organizations implement and monitor efficient lawn-care technologies
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