This is due to water conservation measures, water loss reduction and enhanced awareness among consumers. In the case of domestic water consumption, customer-targeted water conservation campaigns, systematic monitoring and increased price of water can help reduce the amount of water individually consumed. For instance, a combination of these measures has been successfully employed in Copenhagen, whose inhabitants have consumed a fairly low amount of water compared to other cities of the sample since the 1990s. Copenhagen has completed water-saving campaigns like “Max 100” to raise awareness of citizens on daily water consumption. Likewise, the Calgary’s “30-in-30” Plan aims to reduce per capita water demand in the next 30 years (Box 2.2). On the other hand, domestic water consumption per capita has increased in Belo Horizonte, Mexico City, Kitakyushu, Queretaro, Hong Kong, China, and Lisbon among surveyed cities (Figure 2.10).