CCW finds increased appetite for saving money through saving water

There was little movement last year in public awareness of how everyday water use affects the environment, with financial savings emerging as the most powerful motivator of water savings.

Those were among the findings of CCW’s latest Environmental Awareness Index – new tracking research the watchdog began in February 2022 to keep abreast of changes in awareness and behaviour over time. The latest results relate to December 2022.

Awareness of the environmental impact of what is washed down sinks and toilets fell from 91% in February 2022 to 86% in December 2022 in England. In Wales, awareness was higher and steady at 93%.

Meanwhile 32% up from 23% said they would only reduce personal water use if it saved them money. That was against the backdrop of awareness of personal water use increasing by 12% and greater confidence (69% up from 57%) in how to go about reducing personal use by 5l a day.

CCW commented: "Overall, our Environmental Awareness Index provides a reminder of the distance we still have to travel when it comes to informing customers about the environmental impact of their use of water services at home. It’s vital the sector rises to this challenge as people and communities have a key role to play in protecting these essential services and the environment.”