Californians said in a recent survey that they are doing more to conserve energy and water since last fall's big stock market drop.
One reason why: 45% of respondents reported driving fewer miles in their car in recent months.
Encouragingly, 79% said they'd be likely or very likely to comply with a 15% reduction in water use this summer.
See the San Jose Business Journal story >>
These behaviors may survive economic recovery if business owners and homeowners adopt no- or low-sacrifice practices and technologies that reduce their costs.