Against the backdrop of climate change and mounting pressure on global water resources, supplying safe water to large metropolitan areas is becoming an ever more complex challenge for public authorities. As droughts intensify and demand rises, governments are being forced to seek urgent, sustainable solutions. One of the most practical and viable options is the integration of recycled tap water into urban supply systems. Despite being safe and environmentally responsible, however, this approach faces a significant barrier: deep-rooted psychological resistance among consumers.

An international study led by the Universitat Oberta de Catalunya (UOC) suggests that influencer marketing could play a crucial role in overcoming this resistance. The research, headed by Professor Inma Rodríguez-Ardura of the UOC’s Digital Business Research Group, found that influencers on platforms such as Instagram are particularly effective at reshaping perceptions of recycled tap water. Rather than relying on technical explanations or rational arguments, influencers tend to use sensory and emotional content that helps audiences form positive mental images, making sustainable consumption more appealing and less abstract.

Recycled tap water is not consumed directly from treatment plants but is reintroduced into supply systems, where it is blended with water from other sources and treated to meet strict safety standards for human consumption. Although this process ensures safety, many people react instinctively to the idea of drinking treated wastewater with feelings of discomfort, fear or even revulsion. These visceral reactions are often reinforced by a broader tendency to undervalue tap water, which is frequently taken for granted until shortages or crises occur.

The researchers argue that conventional communication strategies are poorly suited to addressing such emotional barriers. Campaigns based on scientific data, efficiency metrics, or long-term collective benefits rarely succeed in shifting entrenched habits. While sustainable water use clearly benefits society, simply presenting this fact does not generate sufficient engagement. Influencer marketing, by contrast, can translate abstract ideas like sustainability into concrete, emotionally resonant experiences that feel personal and relatable.

Central to the study is the concept of mental imagery. Social media content can prompt people to imagine sensations, experiences, or emotions associated with a product, even if they have not experienced it directly. The research distinguishes between elaborated imagery, which requires conscious cognitive effort, and spontaneous imagery, which arises automatically in response to visual or emotional cues. A simple image or video of an influencer drinking water in a sunny, active setting can effortlessly evoke impressions of freshness, health and enjoyment, without the viewer consciously analysing the message.

The findings show that while informative content contributes to shaping perceptions, hedonic and sensory elements are far more influential in reducing resistance. Mental imagery also encourages a state known as “transportation”, where viewers become immersed in the influencer’s narrative and momentarily suspend critical judgment. This emotional immersion fosters stronger connections and makes audiences more open to re-evaluating their attitudes towards recycled tap water.

The study offers clear guidance for future public campaigns. Rather than focusing solely on information, institutions should prioritise sensory appeal and emotional storytelling. By helping people visualise and feel the benefits of recycled tap water, authorities can make sustainable choices seem desirable, familiar and reassuring. The researchers note that this approach may also apply to other public challenges, such as recycling, vaccination campaigns, or climate action, where resistance is rooted not in facts, but in feelings.

More information: Inma Rodríguez-Ardura et al, How influencer marketing campaigns use mental imagery to engage consumers: an Instagram study of recycled tap water journeys in Phoenix and Barcelona, British Food Journal. DOI: 10.1108/BFJ-07-2025-0882

Journal information: British Food Journal Provided by Universitat Oberta de Catalunya (UOC)