Resource conservation is a key policy lever to achieve Singapore’s sustainability objectives under the Paris Climate Accord. In this talk, I highlight the role of limited attention by individuals in resource conservation. In several large-scale field experiments, I show how real-time feedback on resource use can lead to significant conservation effects. Providing feedback on water use on showering, using a smart shower meter reduces water use by 15 to 20 percent - far more than what traditional interventions can achieve. This highlights the key role of attention, as the individuals in our experiments receive feedback in real time, as they engage in the behavior. I also show how goals can help increase conservation effects, and test whether providing feedback on one particular resource use has positive spillover effects on other behaviors as well. In addition to the field experiments, I also report evidence from an evaluation of a recent policy pilot, the Singapore Smart Shower Programme, in which 10,000 households were equipped with feedback technology.