Shift in public mindset needed to unclog sewers

There remains “much work to do” to shift public behaviour away from clogging drains and sewers, a leading water industry research group has warned.

A paper by UKWIR highlights the need for a joined up campaign and urges companies to be strategic in their approaches.

It notes that at present, “only a minority” of water and sewerage companies have an official strategy to change public behaviour in the longer-term.

The report comes after newly enshrined environment secretary Steve Barclay called on water companies to “eliminate all blockages” as causes of storm overflows being triggered. Barclay, who replaced Therese Coffey in November, called for the sector to act this year.

UKWIR’s report assessed current and previous campaigns intended to reduce the number of blocks in wastewater networks due to householders incorrectly flushing or rinsing products down loos, sinks or drains.

Clearing blocked drain and sewer pipes costs water companies £200 million each year and poses a risk of harm to the environment as well as damaging assets. Wet wipes, sanitary products as well as food stuffs, fats, oils and grease (FOGs) can all congeal in cold pipes causing blocked pipes and sewers. These can trigger storm overflows to discharge.

The report compared effective campaigns from other industries such as safer road habits. It reflected that a campaign needs a clear message, repeatedly emphasised over extended periods, with an accompanying educational piece.

Explaining to customers why certain behaviours cause blockages, and finding compelling reasons to change, were identified as crucial to encouraging better habits in the longer-term.

Despite work carried out by all companies to target consumer behaviour, the UKWIR reported highlights that the challenge is not yet fully understood. It calls for companies to identify and rank problematic habits that contribute to blockages, together with the likelihood and ease of changing such behaviours.

Understanding why people act as they do, and if there are barriers to change, or if motivators could be offered, wis highlighted as necessary for lasting change. The report warns that these would not be consistent for all customer groups.

The report adds that companies need to standardise and improve the information they collect about blockages and for water companies to monitor and share the efficacy of any communications or other interventions to alter customer behaviour.

Participants noted that efforts to promote positive behaviours were not always tracked, but still believed to have merit. Limited budgets and resources were blamed for teams not tracking and recording efficacy data.

Declining trust in water companies will make communicating these messages more difficult, the report adds.