At our first un-conference on water efficiency we discussed the question

Why be more water efficient? What are the incentives for consumers, the market and the water industry?

This informal gathering was small enough to enable a really thorough discussion of the chosen question. The agenda topic was chosen on the day and we used a few creative techniques to look at it from a number of different angles. The biggest eye opener was that it seems money is not an incentive or dis-incentive for water use in the UK. If consumers, the market and the water industry itself are to become more motivated to be water efficient other incentives need to be found.

Attendees included:

Jonathan Dennis (Environment Agency), Becky Pointer (Veolia Water), Gareth Walker (Waterwise), Ian Holmes-Higgin (Elster Meters), Ellie Louis (Web Project People), Caryn Sanders (Web Project People)

Summary of our discussion

Money is not the motivator

Money is not a key influencer or motivator to limit water consumption in the way that it is for gas and electricity. For some consumer groups the cost of water at current levels is a concern but for many the quantification of the cost of everyday water usage only highlights how cheap water is. This can be counterproductive to water efficiency. For example, a customer who discovers that a bath costs approximately 1.5 pence may be encouraged to take one more regularly.

Different customers are motivated by different reasons

Different customers are motivated to take water efficient actions for different reasons. Water usage is very personal both in terms of the privacy of a toilet or shower and also in choices that are made about where it is used. For example, number of washing loads, use in the garden, washing the car etc

Retrofitting only works if comfort standards are not compromised

Fitting water efficiency products in new houses or retrofitting to older buildings must be conducive to accepted standards of living. If a water efficient bath is fitted to a home but the overflow is so low that only a baby can use it, then there is a strong possibility it will be replaced with a standard bath. Likewise if taps in the kitchen have insufficient pressure and flow then it is conceivable that the householder will fill up the water requirements for the kitchen from the bath!

The water industry needs to build more trust

There is a need to establish trust and belief in the fact that water is scarce in this country and that water saving measures are needed. It was felt that consumers perceived water companies as incompetent and to blame for water shortages due to poor investment and management decisions. If the scarcity argument is not fully believed it is unlikely that consumers will take water efficient action. In addition if a consumer is to believe that their relatively small actions can have a positive impact, then they also need to believe that the water industry is doing its best to save and manage water effectively. If a person turns off the tap whilst cleaning their teeth but sees water gushing down their high street for weeks on end they may conclude that their actions are futile and that water efficiency is not that important after all.

Water needs the level of attention given to energy

Water is the poor cousin of the energy industry in that it has received far less focus in relation to public information and statutory targets. One example was that Elster Meters were shocked to find that they did not have water efficiency targets to meet under The Carbon Reduction Commitment. Water does not feature in HIPS on the sale of a property and the code for sustainable homes is less stringent on water than other areas. This means that demand for water efficient products is weak. Although there has been a fair amount of innovation in this area from small start up companies and universities it is hard to bring them into common use and production. If house builders, homeowners and businesses are not incentivised to purchase these water efficient innovations they will not be economically viable.

More work is needed to define optimum water usage

The optimum water efficient nation is hard to define. There is not enough information about consumer usage dependent on lifestyle, age, life stage, type of home etc to determine with accuracy what is ideal water usage. Concerns were raised that if consumers were encouraged towards what is believed to be the average, that demand could go up. Also concerns were raised about how UK water efficiency could have a detrimental effect on other countries’ water usage. Likewise it is difficult to determine whether water efficiency should be measured simply by its physical use or if calculations should be made about the water content of the food we consume and water as a by product of industrial processes.

Key conditions and reasons why consumers, the market and the industry would be water efficient

The group compiled the list below as the key reasons to motivate water efficient choices and actions. Some are already present and result in daily choices that save water. Others need some work.

• Because it is the right thing to do
• Because it is essential – there is scarcity
• Because trust is established and there is a belief that the water companies are doing as much as possible to save water
• Because we don’t like to waste
• Because the connection is clear between community, environment, demand and enjoyment of water
• Because it is regulated by law
• Because it is valued as a resource
• Because the impact of usage is understood in a relevant context. It is clear how actions impact the water cycle.

Potential projects areas for further work on water efficiency

We believe that there is an opportunity to address some of the challenges raised here through targeted projects.

If you would like to talk to us about some of our ideas on projects or would like to hold a similar event please contact us.

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