As droughts and fresh water shortages continue to be a challenge for the nation's southwest region, many are seeking more aggressive and effective water conservation solutions. In a December 2016 interview with ASU Now, Senior Sustainability Scientist John Sabo says that businesses can help lead the charge to conserve water, and to set an example for others to do the same. Sabo, director of ASU's Future H2O initiative, attended Business H2O – a conference in Las Vegas that explored how industry can reduce water consumption and overall costs through advancements in water technology. He explains that not only the environment, but also companies themselves can benefit from saving water. According to Sabo, "If the incentives are set up right, a business can sustain supplies of cheaper water into the future by investing in conservation."