Water customers show support for nature based solutions

Water billpayers have indicated their support for nature-based solutions in wastewater treatment and a willingness to pay up to £40 more annually for these.

A study by CCW showed support “in principle” for water companies to utilise sustainable options in their 2025-30 business plans but the watchdog warned costs must be efficient.

With 59% support for nature-based schemes, CCW said it did not mean “customers are willing to write a blank cheque” regardless of recognising the benefits.

Cost was the single most important attribute “by a significant margin” for consumers’ preferences over types of projects but they were persuaded that the trade-offs for nature-based solutions over traditional engineering approaches were worthwhile.

The study modelled prices of natural options, entirely man-made options, and a combination of the two. It indicated relatively low consumer preference and support for entirely man-made solutions at all price points.

Participants were given information about how nature-based solutions and traditional engineering options could work in a variety of scenarios before giving their preferences.

There was a clear preference for low financial impact on water bills and for schemes that last at least 20 years and would take no more than two years to implement.

CCW said consumer views were persistently influenced by negative perceptions of the water sector and of Ofwat as regulator, although awareness and knowledge of Ofwat was limited.

In the qualitative portion of the research customers expressed pragmatism that an element of risk must be embraced to innovate and address climate change. CCW urged water companies to communicate to customers to justify why such risks would be worthwhile.

Ofwat has said it wants water companies to use nature-based options where possible in the upcoming PR24 price review. However the relative infancy of such schemes means implementation may be limited by prescriptive environmental rules, for example where treatment must meet specific permitted levels.

Another barrier to uptake is the level of cross-sector collaboration needed at catchment level, as well as the availability of funding.

“Water quantity and quality lies at the heart of the climate crisis that confronts us. Customers strongly support working with nature – not against it – to overcome these challenges through sustainable approaches,” said Mike Keil, CCW’s chief executive.

“Water companies must listen to their customers and ensure people’s preferences are reflected in their future investment plans. Companies that relentlessly pursue traditional, carbon-intensive solutions, rather than nature-based approaches that can deliver greater value in the long run, risk further eroding customers’ trust,” he added.