The UK is grappling with another heatwave and growing concerns over water shortages. The worrying part is that very few people think about it. Little do we know where our water comes from every time we brush our teeth, bathe or wash our clothes. But when asked about water usage, almost all of us are clueless.
This state of oblivion has led many of us to underestimate the amount of water we use every day. Experts have now issued an alarming warning after finding that people are underestimating their daily water consumption by around 100 litres.
A new national campaign, launched this week, is a collective effort by scientists, industry experts and regulators aimed at encouraging people to think differently about water and make small changes to reduce everyday use.
Water regulators and organisations including Ofwat, the Environment Agency, the Met Office and Natural Resources Wales will back the campaign for up to four years.
The water crisis is as much a behavioural issue as it is a resource issue. Water usage in England and Wales is among the highest in Europe. Research commissioned as part of the Let’s Save Water campaign found that adults in England and Wales believe they use around 30 litres of water a day. In reality, the average person uses closer to 140 litres.
The survey of more than 3,000 adults found that only 11% accurately understand how much water they use, while more than half believe water shortages are a short term issue linked to hot weather.
England is projected to face a daily shortfall of five billion litres of water by 2055, driven by rising demand and increasingly extreme weather patterns. According to the Met Office, wetter winters do not necessarily translate into greater water security. More intense rainfall often runs off dry, hardened ground before it can replenish rivers, reservoirs and underground supplies.
Professor Lizzie Kendon, Strategic Head of Climate Processes and Projections at the Met Office, said climate change was creating a growing imbalance between when rain falls and when water is needed most, placing increasing pressure on resources across the country.
The disconnect between perception and reality is one of the reasons behind the launch of the Let’s Save Water campaign. Organisers hope to encourage simple behavioural changes, arguing that infrastructure projects alone will not be enough to close the gap between future supply and demand.
Water Minister Emma Hardy said: “Water is one of our most precious resources and in many parts of England we are using it faster than it can naturally be replenished.
“Droughts are becoming longer and more common due to climate change, exacerbating water shortages that can have a devastating impact on our environment.”
Industry regulators share that view. Ofwat chief executive Chris Walters said future resilience depended not only on reducing leaks and building new infrastructure, but also on changing how people think about water itself.
To highlight the issue, broadcaster Jeff Brazier has fronted a new campaign film exploring the impact of water scarcity on communities, wildlife and the environment. Reflecting on the experience, he said: “Making this film changed the way I think about water. Like many people, I’ve always assumed it would be there when I needed it, but after speaking to the experts, it’s clear we can’t afford to take it for granted.
“What struck me most is that water scarcity isn’t just about having less water coming out of our taps. It’s about the impact on rivers, wildlife, communities and the future resilience of our country.”
The campaign’s message is straightforward: Britain is not running out of water today, but without changes in how water is valued and used, future shortages could become a reality.
