Faisalabad is a rapidly growing industrial hub in Pakistan’s Punjab province. As its population grows, its water distribution systems become increasingly stressed, leaving the poorest citizens vulnerable. This brief, based on a report titled “Water Pricing to Promote Equity, Efficiency and Sustainable Development in the Growing City of Faisalabad, Pakistan”, explains how water price and household incomes influence water consumption in Faisalabad. It shows that while both factors – in addition to other external influences – have a substantive impact on water demand, the price of water has a relatively small effect. Based on these findings, the brief offers policy recommendations for making water access sustainable and equitable.