Utility Week

UTILITY WEEK | 3RD - 9TH APRIL 2020 | 27 Customers for so long, but we have to make sure that with the growth in environmental awareness water isn't le behind." The #WhyNotWater campaign has received wide-reaching support, including from water watchdog the Consumer Coun- cil for Water, whose head of policy and research, Mike Keil, says the aims of the campaign will make it easier for consumers to make informed choices through greater awareness. He adds that legislation, regula- tion and personal choice each have roles. The Future Water Association's chief exec- utive, Paul Horton, says the group has been asking for a water efficiency label equivalent to the energy label. Beyond that, he sees the benefits of a wide, ambitious campaign. "We need a communications strategy to talk to people, to influence people, to get everybody involved in the debate and discus- sion. For every local plan to have a target of 110 litres per person per day makes a lot of sense. But I would argue lower: some coun- tries suggest 80 litres. Now when you look at that figure, that does take account of indus- try consumption as well. Why not have that as a target? That makes a lot of sense. It gets the debate going; it puts it in front of peo- ple's minds." He thinks the hard part of a water effi- ciency label would be the uptake, which is why a mandatory label must happen to make a real difference over a voluntary scheme. Rigg says: "We've spent ten years trying the voluntary approach and it's not work- ing, so we need to try something else. The same happened in Australia and changes only happened aer mandatory labels were introduced." Aer the label was introduced, water use fell by an average of 30 litres per person a day. "Did recycling accelerate because the better angels of our nature won out? Or is it because they made the bins smaller?" Rigg asks. To make lasting changes to water habits, they must be simple to adopt. Rigg argues that the label will not only show con- sumers how efficient a product is but it will effect change from the point of design. "We need to make goods more efficient, so it becomes harder for people to waste water. Our research shows people think they're being efficient even when they're using more than the national average. It's easy to waste water, things must be designed so it's harder to make the wrong choice." As the campaign gathers pace and sup- port, Utility Week is proud to help further its reach and the conversation around a nation- wide efficiency campaign with Mind the Tap. Ruth Williams, water correspondent, Utility Week #WhyNotWater wants every local plan in water-stressed areas to set a target to reduce per capita water consumption to 110 litres a day

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