Low public knowledge about water has allowed misconceptions to take root and trust to be eroded in the sector, according to a new report, while expectations on the sector from government, stakeholders and customers have changed far more rapidly than the sector and its regulators can keep up with.

Nearly half (46%) of respondents, surveyed as part of the report (Building a societal licence, Creating a new conversation: public attitudes to the water sector) launched today by Copper Consultancy and Future Water Association, admit to not understanding how water gets to their homes. Although the majority know who their supplier is (83%), many do not know who supplies their wastewater services (15%) or where water goes after it leaves their property (35%).

The report says the water sector and its supply chain provide and maintain the most critical infrastructure in the UK - however, the sector also lacks a compelling national story to build understanding of the water industry’s work This landscape means the positive work the sector and its supply chain do every day is struggling to cut through, the report warns..

Key findings include:

• Only 28% believe wastewater is treated to a high standard;
• 43% do not know that Combined Sewage Overflows (CSO) operate to prevent flooding;
• Many do not know their consumption or the impact consumption has on the environment;
• 38% of those with water meters choose not to check them;
• 44% disagree that their own consumption behaviours have an impact on water shortages

"AMP8 must be delivered in collaboration with the public"

According to the report, water companies do not get recognition for the billions of pounds invested since privatisation - 72% of respondents say water companies are highly profitable with only 17% agreeing they are not, while 68% believe water companies have not spent enough money on their network. The highest sentiment in support of this statement is in the East of England, the South East and Wales. 

Paul Horton, CEO, Future Water Association commented:

“Copper and Future Water’s report comes at an important time. At Future Water, we have already begun laying the groundwork by emphasising the need for an honest conversation within our industry and with the broader public. As we move forward, it's crucial to recognise the range of challenges we will navigate in the coming years.

“This report makes it clear: AMP8 must be delivered in collaboration with the public, not merely for them. As water companies prepare to implement their new business plans, early and consistent public engagement will be vital.”

Martin McCrink, Managing Partner, Copper Consultancy said:

“This report shows us that without societal buy-in to what the industry needs to achieve in the future, programmes will be harder to deliver against budget and timescales.

“Rebuilding public trust in the sector is critical to success. That is why we have partnered with Future Water Association and others to publish this report which we hope will be of benefit to industry – we have looked into causes, rather than symptoms of the sector’s reputation.”

The polling also demonstrated that public appetite for investment in water infrastructure was strong – and there is an opportunity for the sector to build trust and credibility by engaging proactively and consistently through AMP8.

Over 4 in 5 (82%) support investment in new infrastructure but more than 60% believe water companies have not invested in the network – such as pipes and treatment plants – enough, and nearly 3 in 4 (70%) feel water companies are too profitable, despite UK water bills continuing to be some of the cheapest in Europe.

Other findings from the Building A Societal Licence – creating a new conversation showed that:

• The public likes the idea of nationalisation (55%) and increased private competition simultaneously (56%)
• The development of new reservoirs enjoys high support, with 69% in favour but water companies must make the case for them clear.
• 59% want to see more infrastructure investment locally to them, even if it impacts them.
• Only 33% of the public know Combined Storm Overflows (CSOs) operate to prevent flooding
• Low levels of knowledge have led to a misunderstanding of water consumption and the value of water.

The report is calling for more proactive communication to build better understanding and restore trust.

The report will support the work of the recently launched Reputation Steering Group - members of the Reputation Steering Group include Future Water, Copper, Pennon, Southern Water, RSK, Ipsum, University of Exeter, RPS and Planet Possible. The Group will aim to aid the discussion on improving reputational issues in the sector – working together with members and the wider sector to rebuild trust and credibility.

Click here to download the report in full