San Jose Mercury News (Feb. 15, 2014) — Jay Lund, a professor of civil and environmental engineering at UC Davis, comments on how California politicians motivate consumers to reduce water use. "Most of the power in water management is at the local level," Lund said. "Oftentimes you can get 10 or 20 percent water conservation out of a serious voluntary effort. It's less costly and is less of a political headache for most agencies. That's why they want to do voluntary first."