Findings from a new survey commissioned by Ofwat suggest a majority of the public trust their water company to ensure water quality, provide a reliable service and inform on problems. However, trust to deliver on all outcomes has steadily fallen over the last year, with half thinking water companies put the interest of shareholders/owners first.

Table source Ofwat report:

 Trust and perceptions: People’s views on the water sector

The economic regulator of the water and wastewater sector in England and Wales commissioned the research to develop insights on:

• The reputation of the water sector
• The level of public trust in the sector
• Views on river water quality

Key findings from the report are summarised as follows:

The majority of the public place trust in their water companies to provide good quality of water and provide a reliable service. Yet only a third trust their water company to prevent sewage from entering rivers or seas. Over time, trust has fallen in water companies’ abilities to perform a range of responsibilities, including ensuring good quality drinking water and providing a reliable service.

Half think water companies put the interest of shareholders/owners first and the most selected phrase to describe them is ‘profit-first’. People are now more likely to disagree that their water company acts in the interests of customers, their local area/community or the environment than when asked this in late 2021. Those who think their water company is ‘profit-first’ are less likely to trust their water company to meet its key responsibilities (e.g. delivering a reliable service).

Views on water companies’ impact on the environment are more mixed. The sector is seen as more environmentally conscious than other comparator industries (banks, supermarkets and energy companies). Two in five are confident that water companies are acting to improve river water quality. There is, however, a disparity in what customers feel they can currently do and should be able to do safely in rivers in England and Wales.

Around half are familiar with the recent bad press on the sector's performance and behaviour. It leaves people feeling angry, upset and anxious. Half say that the coverage has reduced their trust in the sector.

There are signs of a route forward. Customers who have more frequent contact and across multiple channels with their water company are more likely to be positive towards it. This is particularly the case with direct personal engagement (e.g. emails, texts).

From the 9th December to the 23rd December market research consultancy Savanta surveyed 2,016 respondents - a sample that was weighted to be nationally representative - via an online survey.

Savanta also conducted an additional boost sample of 300 participants from ethnic minority communities, with a combined sample of 583 ethnic minority participants.

The researchers also conducted an additional boost sample of 300 participants from Wales, taking the total sample to 433 participants from Wales.

 Click here to download the report Trust and perceptions: People’s views on the water sector in full.