Public concern for environment growing but water left behind

The majority of Brits believe the UK is a “wet and rainy country” and remain unaware that water scarcity is an imminent problem, according to a new survey.  Many say they never consider how they consume water.

The study into public perceptions of water usage and availability found that only 10 per cent of people are concerned about future water supplies, with it ranking below energy consumption, plastic pollution and other environmental issues.

‘The Great British Rain Paradox’ was produced by detergent brand Finish and the Love Water campaign group supported by Water UK, Ofwat and the Environment Agency.

The report highlighted a number of wasteful habits among households. They included 42 per cent of people letting their taps run cold for drinking water; 17 per cent pre-rinsing dishes before loading the dishwasher; 33 per cent take a shower longer than eight minutes; and 28 per cent not turning the tap off when brushing their teeth.

Head of the Environment Agency, James Bevan, said action is needed now to avoid the “jaws of death”: “Despite the fact that the UK population is expected to rise from 67 million today to 72.4 million by 2043, if we all take concerted action now we can ensure that there will be enough water to go around for generations to come.”

The survey found that whilst 30 per cent of people claimed they often thought about their water usage and took measures to keep it in check, 18 per cent said they never thought about their consumption at all.

Behavioural changes during the coronavirus lockdown have led to increased water consumption, with some water companies reporting demand increases of up to a third at peak times. As networks struggle to keep up with demand, water companies have appealed to customers to consider their water usage especially at times of peak demand such as in the evening when gardens are generally watered.

The survey showed that in addition to washing their hands more since the outbreak of coronavirus, the extra time at home has led to 59 per cent of respondents cleaning their houses more; 48 per cent washing up in the sink more; 19 per cent using the dishwasher more; 21 per cent taking more baths; 36 percent using their washing machine more and the same percentage taking more showers at home.

The research also suggested people are paying more attention to the environment and the ways it is affected by humans.  It found 82 per cent now appreciate the natural world more and 69 per cent are more concerned about the environment and sustainability.

As more people reported becoming more aware of human impact on the environment (76 per cent), more were also willing to take action to reduce their impact (67 per cent).

This growing concern and willingness to change is something a new sector-wide group is hoping to harness with its efficiency messages coordinated by Waterwise.

Finish and Love Water suggested water saving tips, including installing a water meter, installing water saving devices and fixing leaking toilets that can go unnoticed to waste hundreds of litres of water daily.