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What's in a name?What's in a name? As it turns out . . . a lot. For decades, wastewater treatment agencies and utilities identified with what they took in (e.g. sewage, industrial wastes, etc.) and many in the public viewed them as "polluters", anti-environmental, and even less than trustworthy. Their names aligned with the task at hand. . .
And most simply did their jobs and tried their best to remain invisible to the public. In the name game, national organizations serving the sector, like the Association of Metropolitan Sewerage Agencies (AMSA), followed their lead. But changing times brought with them changing attitudes. U.S. surveys of public opinion tell us that Americans believe 1) that they have a right to clean water; 2) that clean water has no local boundaries; and 3) that the economy is inextricably linked to the nation's waterways. In the past 10-15 years we've seen water sector agencies and organizations changing names to reflect both their proud purpose of environmental protection and their invaluable outcome – clean water. The transition hasn't always been an easy one – but it's always been worthwhile. From its founding in 1970 until 2005, the Association served the sector proudly as the Association of Metropolitan Sewerage Agencies (AMSA). Forward thinkers in the organization proposed a name change as far back as this mid-1990s, but without the traction necessary to move forward. In 2000, as the Association prepared to celebrate its 30th Anniversary, a change in moniker was proposed once again. The result that time around was a shift to the exclusive use of the AMSA acronym only – to maintain the organization's original identity, but move away from its association with sewage and toward the significant environmental outcomes delivered by its members. It wasn't until 2005 that the concept of a complete name change was embraced. On the Association's 35th anniversary AMSA became the National Association of Clean Water Agencies (NACWA). Along with the name change came a new strategic plan and a Big Audacious Goal. NACWA moved forward with the core purpose of being the leading advocate for responsible national policies that advance clean water and with the Big Audacious Goal of "When people say environmentalists . . . they think of us first." As time has gone by, more and more agencies and organizations are truly 'owning' their role as environmentalists, as community leaders, and as economic drivers.
New challenges and opportunities are clearly changing the game. Water and its management are viewed more holistically; existing silos for drinking water, wastewater, stormwater are being replaced with 'One Water' approach; green infrastructure is becoming a viable alternative to gray; water reuse, renewable energy, and climate adaptation present challenges and opportunities; social media is playing an increasing role; the value of water is receiving renewed attention; and a new Water Resources Utility of the Future is emerging. Despite these changes – or perhaps because of them – NACWA and its Member Agencies maintain the same clear commitment to our Nation's waters that brought the founders of the Association together in 1970. I have no doubt that this unwavering commitment will continue to guide the organization for decades to come.
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