As California’s severe drought worsens, with reservoir levels falling and the Sierra Nevada snow pack shrinking, the state’s residents — particularly in Southern California — are failing by a large margin to hit voluntary water conservation targets set by Gov. Gavin Newsom.

Last July, Newsom declared a drought emergency and asked Californians to cut urban water use 15% compared to 2020 levels.

But in January, they did the opposite, increasing water use 2.6% compared to January 2020, according to new data released Tuesday by the State Water Resources Control Board.