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United Utilities is working with a youth focus group to ensure the water company’s long-term plans meet the priorities of those most likely to foot the bill – today’s under 25s.
It has formed a “pioneering partnership” with Youth Focus North West to seek the views of some of the region’s most socially and politically engaged young people.
Social media campaigns and practical life lessons on how to manage money are just two of the ways North West “consumers of the future” think their water bill money could be used to support communities.
The ideas came from the first focus group of 16 to 18-year-olds from Cheshire, Merseyside and Greater Manchester who met at the company’s Warrington headquarters to discuss reservoir safety and the affordability of water bills.
United Utilities is already taking forward initiatives from the first focus group. It said better use of Instagram could feature in the company’s annual reservoir safety campaign “as soon as this year”.
Meanwhile an initiative to develop a module on better financial planning for the national campaign “curriculum for life” will help young people who start living independently early.
United Utilities will feed more ideas into its next five-year business plan and into other strategies which look up to 25 years ahead.
Beth Mortensen from Bury, said: ”It’s amazing to see that big businesses have realised that young people are the future and are finding ways to help us in regards to safety and affordability. It was a very productive day and you can see that United Utilities have actually listened to us and asked for help, help for young people by young people.”
Sarah Biddulph, of United Utilities’ sustainability team, added: “We constantly engage with customers through tracking surveys, panels, trials and research, but, like many sectors, until now we have not found a way to bring young people into this debate very effectively. Young people are our future customers so it’s essential that we do.
“Our long-term plans– some as far out as 25 years – will clearly impact this group so at the Greater Manchester inaugural Youth Summit in October we asked for their help. Climate change, fatbergs and affordability of bills were their main concerns and we’re now working on these issues with groups in every local authority area across the region.”
Youth Focus North West works across the North West of England supporting local authorities and organisations that work with young people.
The two-year partnership with United Utilities includes an investment of £25,000 a year. Participants in the partnership are members of Youthforia, the region’s youth forum which comprises representatives from every local authority area across the region.
Focus groups will concentrate on the following issues they think are the most important:
- Cumbria: rural flooding due to climate change.
- Lancashire: flooding and sewer blockages caused by fatbergs and wipes.
- Merseyside: financial life skills to help people manage their water bills.
- Greater Manchester: urban flooding due to climate change, and reservoir safety.
- Cheshire: water efficiency to help people manage their water bills.
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