A step change in consumer awareness

We all need to work together to get per capita consumption down to sustainable levels. For Ben Earl, water efficiency manager at Southern Water, that includes government intervention to mandate water efficiency labels.

It was Sir James Bevan, chief executive of the Environment Agency with his “jaws of death” speech who raised concern that according to current projections, water demand will outstrip supply within the next 25 years. With parliament and local authorities across the UK declaring a climate emergency action for water efficiency is being pushed like never before.

All of society needs to work together to take bold action to help secure the abundance of drinking water, mitigate against the impacts of climate change and change people’s perception of the value of water.  Water companies are stepping up to the plate with substantial new programmes to cut both per capita consumption and leakage, as well as planning multi-million shared regional resources. In the recent consultation by the Department for Environment, Food and Rural Affairs on reducing consumption a huge cross sector approach was reflected, with one intervention above all else seen to have widespread support for effectiveness and value for money – a universal water label.

We know the power of labelling. The mandatory energy label from the European Union has delivered a revolution in lowering energy usage on electrical appliances which has helped to reduce bills for consumers and lower carbon emissions.  A voluntary water label has been attempted, but due to consumer brands being reluctant to label their high using products, has not been successful

A key piece of research, funded by the water companies has found that introducing a mandatory label on all water using products – such taps, showers and white goods – could reduce household water use by up to 31 litres per person per day over 25 years. The label, which has a similar look to that of the energy label, will help consumers choose water efficient products and drive innovation in the market, with manufacturers nudged to make their goods increasingly efficient.

The case is compelling because the study looked all round the world at various examples and used particularly that of Australia as a good case study. It too had a voluntary label that was failing and it was then made universal by government legislation.

The call for a similar shift in the UK, particularly if Brexit happens, is receiving widespread support, including from the Committee on Climate Change and the Blueprint for Water. The National Infrastructure Commission warned that the cost of emergency drought options could be as much as £40 billion and found that one-third of the extra water we need can be secured through reducing demand.

More immediately, parts of the UK have less freshwater available per person than parts of Morocco. Hotter summers followed by drier winters mean the chances of temporary restrictions are increasing – as we nearly experienced in Hampshire this year. Hampshire depends on two precious chalk streams, the Rivers Test and Itchen that have been described as “England’s rain forests” by the World Wildlife Fund. Drought in the area doesn’t just mean inconvenience of hosepipe bans for customers, but the threat of real damage to rare habitats.

Water companies have a huge role to play, and aren’t shying away from their responsibilities.

The sector has committed to reducing leakage by 15 per cent over the next five years – with many companies going further. Southern Water is committed to an industry-leading programme, Target 100. Designed to support, educate and incentivise our customers to reduce average personal use to 100 litres per person per day by 2040, this is a programme with massive ambition. It builds on our industry-first universal metering programme that helped our customers reduce consumption by over 16 per cent and means they’re consistently amongst the most water efficient in the country.

Metering has allowed us to provide more support for our customers through tailored water efficiency visits, where each customer receives bespoke behavioural advice and products for free – with each household saving more than 30 litres per property per day as a result. This has an impact on customers’ bills – not just water, but energy too. A report by the Green Alliance in 2015 found ambitious water efficiency could reduce household bills by up to £80 per year with more than a quarter of water use linked to heating hot water.

We want to see this link given much, much greater recognition. When the Future Homes Standard was announced in March 2019, the then Chancellor said it would “future proof” new build homes with “world-leading levels of energy efficiency” with no mention of water. This is despite the National Infrastructure Commission’s report warning of the costs of emergency measures being published the year before and the Committee on Climate Change looking at what future homes should look like where water efficiency was clearly signposted.

Alongside water labelling, the most effective action government could take is to introduce tighter minimum standards for new homes. The current minimum outside of water stressed areas of 125 litres per person per day is too high. The Committee on Climate Change predicts water shortages won’t be confined to the south east, but will be felt in regions such as Yorkshire and the Humber. Regional differences should be scrapped with all new homes built to much tighter standards.

However, around 80 per cent of the homes still standing in 2050 have already been built. This is where interventions like labelling, increased metering, linking water and energy efficiency, introducing incentives, and national communications campaigns are essential. Water companies and other stakeholders will play crucial roles in all of these but government leadership, ambition and – most importantly – action is needed.

The time has come to unite developers, consumer groups, water companies and manufacturers to support a universal approach to water labelling across all water using products. It will be simpler to prescribe efficiency standards for developers; it is cheaper than building new resources; it gives consumer’s choice and it helps to reduce water poverty. Most important of all is that we have real, actual evidence that it can work and work cost effectively. Let’s all get behind it.