In 2013, the UK started rolling out water conservation programs whose main tenet was to try and get as many people to switch over to water meter technology. Other parts of the programs included incentives for citizens to install water saving technologies and smart appliances to support overall conservation practices. Water metering technology allows homeowners to monitor and adjust their water usage based on an online database, it is meant to promote conservation behaviours because people are more aware of their water consumption. This strategy seems well catered to the more individualist and masculine culture in the UK. Conservation is marketed as an individual choice and action, as well as an economically sound idea for saving on costs.