Public vastly underestimate their water consumption

The majority of householders have no conception of how much water they use, with 78 per cent believing they consume under 60 litres a day, a survey has revealed.

Research carried on behalf of Water UK showed that 46 per cent of people believed they used under 20 litres a day; 17 per cent thought they used between 20 and 39 litres, while 15 per cent believed they used 40 to 59 litres. Only three per cent of those surveyed thought they consumed between 120 and 159 litres per day.

Nationally, per capita consumption (PCC) is 142 litres a day but the National Infrastructure Commission called for a target PCC of 118 litres by 2040 to manage demand.

The public response suggests many people are completely unaware of the amount of water they consume and reinforces the need for education around consumption.

Fears that the UK could run out of water within 25 years were stronger among respondents in water stressed south and south eastern regions. A national average of 42 per cent of people expressed concern, rising to 45 per cent in the south east and 49 per cent in London. Concern was lowest in Wales (36 per cent) and Scotland (31 per cent).

This follows the stark warning by James Bevan, head of the Environment Agency, that the country is facing ‘the jaws of death’ because of increasing pressures on resources.

Water companies and stakeholders have called on government to introduce water efficiency measures such as mandatory water labels and building standards for new developments.

Respondents among 18 to 34-year-olds were least aware of their consumption, with 66 per cent of people believing their household uses under 20 litres.  More than a quarter (26 per cent) of over 65-year olds also believed they used less than 20 litres.

Despite a lack of awareness, the majority of people (68 per cent) said they would be willing to reduce consumption to protect the environment.

The survey by Savanta ComRes showed 35 per cent of adults said they attempt to save water as much as possible, but 12 per cent said they do not. Most adults (63 per cent) always turn off the tap when brushing their teeth.

Extended hot, dry weather coupled with people spending more time in their homes because of lockdown resulted in demand for water soaring this summer. Some water companies reported consumption up to 70 per cent above average leading to public appeals to be mindful of usage.

Water UK chief executive Christine McGourty said the survey results highlight the importance of water efficiency. She said: “There’s things we can all do to save water and small changes can make a big difference. Whether it’s reusing the water from a paddling pool or taking a shorter shower, we all have a role to play in ensuring we have enough water now and for future generations.”

The first joined-up water saving initiative Water’s Worth Saving was launched by Water UK and Waterwise in July to raise awareness and encourage behavioural change.