There is a finite supply of global fresh water available for human consumption, which is in great demand from both humans and the environment. As technology and populations increase, so do the demands and pressure on this limited resource. Demand far too often outstrips supply, requiring authorities to impose restrictions on water use. Recent research undertaken by Rand Water, in the Rand Water supply area (in and around Gauteng, South Africa) points to the desire from end users to be empowered with knowledge to make their own decisions on water use reduction, rather than to have authoritative restrictions imposed on them. This observation indicates the importance of water conservation education and awareness campaigns to facilitate the reduction in water consumption by consumers, and suggests that education is a priority in the implementation of water conservation strategies.