Public understanding of exactly how water habits affect the environment remains low, despite most people claiming to be aware that their behaviour does have an impact, research has shown.
A survey commissioned by water watchdog CCW found many respondents struggled to identify the effects of their actions on the environment, meaning they had not changed their behaviour accordingly.
As part of its Environment and People programme, CCW is targeting “a measurable reduction in sewer misuse and water consumption by 2030”. Its Water Awareness Survey will be used to establish a baseline to track changes in behaviour and attitudes over time.
“The challenge for the sector is to go beyond awareness-raising and instigate a call to action that will resonate strongly with consumers. Over the coming years, CCW is committed to work with the sector to bring about a tangible difference in the way people value and use their water services. This research sets a benchmark to help us track our progress,” said CCW senior policy manager Karen Gibbs.
The survey of 1,310 adults in England and Wales was undertaken by research group Cati in February of this year.
The vast majority of respondents (91%) recognised that water use, and what is flushed down the toilet or rinsed down the sink, does affect the environment.
However, fewer than one-in-ten (9%) were able to correctly identify the problems caused by rinsing fats, oils, grease (FOGs) and kitchen waste down the sink, whilst less than a quarter (22%) were correctly aware of the environmental impacts of water usage. Nearly three-quarters (72%) were correct about the effects of putting non-flushables down the toilet.
Respondents perceived flushing behaviours to have the biggest environmental impact, with 67% stating that this has a large effect on the natural world. By contrast, only 11% thought the water usage has a big impact and 41% said rinsing waste down sinks would have a significant effect.
There were complex attitudes towards water consumption and the environment, with most people (85%) stating they understood that reducing their usage can help the environment.
Yet the majority (62%) also said they had not done anything in the past six months to do so and only 30% said they had taken steps to use less. Around a quarter (23%) said they would only save water if it saved them money and 18% believed it rains so much there is no need to conserve resources.
When it came to rinsing waste down kitchen sinks, 72% of people said they had done nothing to stop this but 21% said they had in the past six months. While most people (78%) reported knowing what a fatberg is, many (28%) said they expect their water company to deal with whatever is flushed or rinsed away, with 14% reporting they did not know how else to dispose of FOGs.
Survey participants said they mostly got information about the amount of water they use from their water company through campaigns, information or having a meter fitted, while social media was the most common source of information about flushing behaviour ahead of being told by their water company or personally experience blockages.
The release of the work coincides with Water UK kicking off the industry’s annual campaign to encourage people to use water more wisely that will run through the summer to September.
Now in its third year the Water’s Worth Saving campaign promotes water efficiency though practical advice and tips for the home and garden. It focuses on making small changes to everyday routines that can make a big difference to supplies.
“Our simple hints and tips, such as shorter showers, ensuring dishwashers are full, and using watering cans instead of a garden hose, are easy things we can all do to help conserve water and protect the environment,” said Christine McGourty, chief executive of Water UK.
Emma Clancy, CCW’s chief executive, added: “There are few things more precious in life than water, which is why we’re committed to helping everyone value it and better understand how the services we use at home or work impact the world around us.”