Key facts
- The UK's largest-ever public water conservation campaign, 'Let’s Save Water,' has launched.
- The campaign targets a reduction of 28 liters per person per day in water usage.
- Current average daily water use in England and Wales is approximately 140 liters per person.
- Water companies, regulators, and meteorological services are collaborating on the £75m, four-year campaign.
- Predicted water shortages in England and Wales could reach 5 billion liters per day by 2055.
The United Kingdom is launching its most extensive campaign to date, urging the public to conserve water as it emerges from a period of record-breaking temperatures linked to the climate crisis. The £75 million initiative, named 'Let’s Save Water,' aims to instill a sense of water as a precious resource, targeting a reduction of 28 liters per person per day from the current average of approximately 140 liters.
The campaign is a collaborative effort involving water companies, the water regulator Ofwat, the Environment Agency, the Met Office, and Natural Resources Wales, funded by water companies over four years. It is informed by behavioral psychologists who aim to shift public perception and encourage collective action.
Water usage in England and Wales is notably high compared to other European nations like Germany and the Netherlands, where average daily consumption is around 120 liters. Research for the campaign reveals a significant disconnect, with the public underestimating their water use by roughly fivefold, believing they use about 30 liters daily.
Experts, including Professor Thomas Webb, emphasize the need to make people recognize water's importance and view conservation as a collective, pride-inducing effort. Professor Lizzie Kendon of the Met Office highlighted that climate change is exacerbating extreme weather, leading to drier summers where rainfall often runs off hardened ground, exacerbating potential shortages.
Water shortages are projected to reach 5 billion liters per day by 2055 due to climate change, population growth, and increased demand from water-intensive industries. The campaign advocates for simple behavioral changes such as taking shorter showers, using water butts, and fixing leaks. Professor Ian Walker noted that while one-off changes are easier, altering habitual behaviors, which account for most water consumption, is more challenging.
The initiative faces the hurdle of low public trust in water companies, stemming from issues like sewage pollution, drinking water outages, and financial difficulties. Water companies lose 19% of water demand through leaks, and no new reservoirs have been built in England for 30 years. In response, the industry has pledged to build 10 new reservoirs and invest £104 billion over the next five years.