In an Expert Focus article for WaterBriefing on World Water Day, Caroline Boden, Head of Communication at Echo Managed Services explores how water companies can align messages about water conservation and sustainability with environmentally-conscious current and future Generation Z (Gen Z) customers.

Caroline Boden: UN World Water Day is an awareness day used to highlight the issues surrounding the sustainable management of water and access to freshwater resources. This year the theme is ‘the value of water’, as the UN aims to highlight the sum of water’s value to us all and how we can better protect this vital resource moving forward. 

This prompted a debate in parliament on Thursday, 18 March, centered around access to clean water and its conservation. MPs pushed for a collective and cross-party effort in solving key environmental issues when it comes to water in the UK and abroad. 

Whilst in the UK we are incredibly fortunate to have access to clean, safe water, this year’s theme echoes the concerns most notably voiced by the next generation of consumers, Generation Z (Gen Z), over water usage and conservation. With a significant stake in a sustainable future, Gen Z is showing itself to be the most environmentally conscious generation thus far. 

While Gen Z is leading the way in converting to sustainable lifestyles, a study found that 90% of the cohort also believe that companies must play their part in helping to combat environmental issues such as water sustainability. This means the views of this generation are likely to have a significant impact on the future of how many sectors and their substituent organisations operate. 

In a recent report by Echo Managed Services, which looked into Gen Z and the challenges the water sector faces in adapting to the latest wave of customers, Gen Z highlighted the conservation of water as its second-highest concern when asked about what they believed water companies should be prioritising. Reinforcing the need for water companies to continue to treat environmental concerns as salient, and work hard to both promote and educate the public about the benefits of water conservation. 

Alignment to the Gen Z environmental agenda 

The findings from the report suggest that offering advice on how customers can save water, alongside doing more to demonstrate their own dedication to conservation and sustainability will become increasingly important for water companies’ reputation among their current and future Gen Z customers. 

A mutual responsibility for water conservation 

One of the best ways water companies can support support conservation is to more regularly incorporate sustainable water-saving messaging into their regular communication with customers.

Our research shows that Gen Z feel more personally responsible for the part they should and can play in water conservation than previous generations, and are keen for water companies to priortise the promotion of water conservation and to offer them more water saving devices and advice.  

This is encouraging for the sector and for future water usage, providing water companies can succeed in making messages relevant, engaging and useful for the youngest generation of customers and deliver them via this generation’s channels of choice – 15% of those we surveyed were currently simply not interested in hearing from their water company at all, suggesting there is still more to do for water companies to build positive brand engagement in their local communities. 

Protecting our natural habitats for the future 

Throughout the past 12 months, there has been a noticeable spike in the amount of Gen Z that have taken to safely utilising public green spaces. Lockdown restrictions have disproportionally affected the younger generation, who are less likely to have access to an outdoor space at home. They will have subsequently been one of the most likely to have taken notice of the current state of environmental spaces and wildlife in their local area. This in turn has resulted in an increase in attention towards the protection and restoration of public spaces, especially within areas where these places are scarcer.  

As the owners of many reservoirs and surrounding natural environments, water companies are well positioned to continue to take a proactive role in maintaining, restoring and helping to improve these spaces, with the protection of the natural environment for future generations being a key area market regulator Ofwat called on the sector to prioritise in its recent 2019 price review.

By sharing their actions and plans in this area in an engaging way, water companies have a great opportunity to engage their younger customers in activities that are of mutual concern – 32% of Gen Z bill payers in our recent report stated that reducing the impact of public water supply on the environment should be the key priority for water companies outside of providing clean, safe water. 

Keep moving forward 

Implementing sustainability measures is becoming imperative in order to appeal to Gen Z bill-payers. And, Gen Z will most likely look more favourably upon companies that use their influence and expertise to promote environmental progression; this outlook will be no different for water companies.

While Gen Z currently does have a more favourable view of the water sector than older generations – believing it to be ethical and authentic – water companies should continue to plan and introduce further sustainability actions to retain satisfaction and advocacy from their youngest customers and future customer base. 

But, communication and engagement will be key. Just a third – 34% – of Gen Z bill payers we surveyed knew that water companies educate the general public on how to save water, for example, and even fewer – 29% – knew that water companies do work to protect and improve local habitats. 

As Gen Z become renters or home owners for the first time, it is a key opportunity for water companies to create and build a positive relationship with their new customers for the future. 

A deep understanding of Gen Z’s environmental agenda and their current views of water and the water sector can help companies to best shape their initial contact and the service and contacts that follow. 

With sustainability and environmental concerns likely to remain a relevant and salient issue for the next generation of consumers, water companies have a real opportunity to both play their part and communicate their activities widely in order to improve their relationship and build trust with their next generation of customers.