Shock tactics needed to provoke behaviour change

Stark warnings are more likely to inspire behaviour change in water customers, with “negative and direct” messages being seen as most impactful for encouraging water conservation.

Research by CCW as part of its People and Environment programme compared how different tones and types of messaging could be used to convey the need to manage water demand to avoid future droughts.

Participants were shown different styles of messaging and their responses were recorded as well as their behaviour change.

The report suggested that “serious and potentially shocking” messaging with a direct call to action would be more effective to make people think about their own consumption.

Mike Keil, senior director of policy, research and campaigning, said: “Messages that are targeted at society need to focus on why saving water matters, whilst messages targeted at individuals should explain how to take action and direct benefits of doing so.”

The work indicated that while respondents agreed that saving water was important to help protect people and the environment, it was not seen as immediate threat. Most people in the study considered running out of water to be a threat to humanity, but few thought the impacts of water shortages would be felt in their lifetimes.

Keil added that different parts of society have different roles to play to reduce consumption. “There is a shared responsibility between people, water companies and government and wider stakeholders. And, there is also a role for education to improve on water conservation.”

Within that education, messaging using humour to convey water saving messages was seen to be “memorable” but would only be effective if there was a serious undertone so as not to undermine the severity of the issue.

It also highlighted the need for a credible, knowledgeable source to be involved in the messaging. In current climate of public trust towards the wider water sector being low, CCW suggested partnerships with charities or other stakeholders would be important to help the message land.

Keil added: “As we face up to a water scarce future, it will be increasingly important to develop campaigns that are targeted, impactful, raise awareness of the issues and give practical advice on how to use less water.”

The work surveyed 600 people in England and Wales in February and March this year to assess emotional reactions to eight pieces of video content.

These included water company messaging and stakeholders ranging from a WWF video depicting the direct environmental effect of water shortages, to a Sesame Street video about household habits. Gloomy videos were significantly more likely to make people change behaviours by showing how important conserving water is.

From 2025, Ofwat will make £100 million available in a water efficiency fund to enable innovation in the space that will produce radical change in how consumers use water supplies.

This week the regulator stipulated funding would be aimed at submissions with strong evidence they are likely to be effective.