Water awareness week: do UK consumers value water?
Water awareness week is upon us, and yet in our strange new reality, we need very little reminding of how vital this element is; increased hand-washing and household hygiene will help protect our families. More than ever we are relying on water, but have we ever considered if there will be enough for the future?
Recently Magenta conducted a multi-stage study to understand the value consumers place on water in the UK. It is clear consumers are unaware of, and shocked at, how much water they consume, and how many of their comforting as well as frustrating moments evolved around water; from swimming on holiday and taking warm baths to being stuck in torrential rain, and dealing with burst pipes.
Whilst often taken for granted, on reflection people do greatly value water placing it high on their list of needs. Despite this, concerns about water scarcity do not appear to be an issue on the minds of British people. The fact we live on an island surrounded by water, and no matter the season we have occasional rainfall, are reasons enough for many not to worry for the future. Unsurprisingly, the concept of ‘excess of water’ seems much more worrisome than drought for Britons, yet apart from the physical impact of floods, people do not go so far as to connect the issue of ‘excess water’ to water overflow and contamination.
Another element rarely considered is the amount of water being used in the manufacturing process of an item, even for those proactively following an eco-friendlier lifestyle. Raising awareness of ‘hidden water’ can make people more mindful about the impact of their shopping decisions specifically when it comes to fast fashion.
As always, the information on how to consume and use water responsibly is out there, but the point to consider is the effect that wasting water might have in the long-term and even immediate future, even here in the UK where we’re often surrounded and can be forgiven for taking it for granted.
So, as we go through Water Awareness month, we’re not going to suggest people stop washing their hands, but try taking small steps to reduce wasteful water use. Below we’ve provided some examples (while some may seem obvious, we were surprised to learn they were new ideas to some).
REDUCE
Turn the tap off while brushing your teeth
Only put the amount of water in the kettle you need
Reduce your showering time by 1 minute
Put a water saving device in the cistern of your toilet
Stop buying fast fashion
REUSE/RECYCLE
Put your washing up water on the garden
Collect rainwater for the garden
Use the water from the paddling pool on the garden or to wash dirty outdoor spaces
Give and buy second-hand clothes
We’d love to hear how you get on.
