Standard economics begins with the assumption that we behave rationally and in our own interests. We seek to maximise utility, which is often equated with maximising monetary gain. Behavioural economists challenge this by identifying areas where observed behaviour does not correspond to the standard predictions. In this viewpoint, we look beyond the standard monetary incentives in the water sector and draw key lessons from behavioural economics, which policymakers should be aware of. READ ECA VIEWPOINT HERE