Water is largely taken for granted in the UK. It is of little interest to people and there is no real awareness of water as a serious issue. We use it freely and without thought because of ingrained attitudes and behaviours.
Unless supply is immediately threatened, few believe we must act now to save water. Consumers do by and large cut use when there are supply restrictions, but quickly return to old habits once the pressure is off.
So how can we encourage people to act differently and value water, whatever the weather? Tried and tested interventions will only get us so far. It is broadly accepted that metering reduces consumption by 10 to 15 per cent per household, and up to 21 per cent for those who opt in. However, cost cannot be a motivator for the unmetered population, and experts believe that pricing alone is unlikely to change customer behaviour because water use is so habitual.
Our current lack of engagement with water, driven by monopoly provision of a semi-invisible product, is a barrier to changing behaviour. We cannot choose our suppliers, so there is no need to consider purchasing options. Most water customers do not know how much they use, or how this compares with other homes. Smart meter trials are addressing this: initial studies suggest 5 to 15 per cent savings among customers who have immediate feedback displays.
In general, customers will act if saving water is made easy and free. Waterwise’s Tap into Savings retrofit scheme showed they were willing to try devices and the result was a 23 per cent reduction in consumption.
Beyond that, it is essential to build emotional engagement so customers believe there is a need for action. Evidence shows people are willing to make changes as long as they are seen as part of a larger effort working towards a common goal. We have been working alongside Anglian Water and the University of Cambridge to test the appeal of community governance and innovative finance models to encourage people to work together. Collaborative community governance brings together a broad cross-section of stakeholders, including households, farmers, businesses, local services and community organisations to develop programmes that meet local priorities, ensuring the better use of water for the good of everyone.
There are many examples of similar schemes abroad. Programmes are resourced by partners using different financial models such as local levies on bills or trust funds seeded with capital from beneficiaries.
In the US, the Watershed Agricultural Council is held up as a beacon of partnership best practice. Incentives let private landowners steward New York City’s drinking water. Watershed management, which began nearly 20 years ago, has saved more than $6 billion (£3.94 billion) in planned water treatment works, as well as boosting the local economy. Its success is directly related to voluntary landowner participation and local control through its non-profit structure.
Meanwhile, the government of South Africa has rolled out Working For Water, a programme designed to alleviate poverty by creating watershed management jobs involving the removal of alien plants. The scheme is part-funded by water users through a levy on bills. Water supply companies and local governments also contribute to projects in their catchments.
And in Australia, the Great Barrier Reef Marine Park Authority’s Reef Guardians programmes engage schools, farmers, councils, fisheries and others. Volunteers work on local advisory committees to co-ordinate activity and there are plenty of opportunities to get directly involved, for example by monitoring species or coral bleaching to assess the health of the reef.
A collective effort is necessary from water companies and their partners, government and communities across the country to change attitudes to water use. Anything other than a joined-up, behaviour change-led approach would be just a drop in the ocean.
Belinda Miller, director of insight, Corporate Culture
This article first appeared in Utility Week’s print edition of 29th March 2013.
Get Utility Week’s expert news and comment – unique and indispensible – direct to your desk. Sign up for a trial subscription here: http://bit.ly/zzxQxx