Customers want meaningful action on the water environment, CCW finds

During the pandemic and associated lockdowns people have learned to value water environments greatly and recognised how important they are according to findings from CCW research.

New qualitative research by the watchdog that looked into how people value and understand the water environment found that participants raised the need to look after those environments for future generations. And future customers – participants who had not yet paid a water or sewerage bill – were likely to prioritise the environment more highly than current customers. CCW said: “Companies need to be aware of this when planning for the longer term and balance the views of current with future customers.”

CCW reported widespread agreement that collective action was essential to address problems with the water environment – with the public, water industry, and government all having a role to play. It found also that consumers "do not currently understand the role of water companies in carrying out a wide range of activities in protecting and maintaining the water environment."

The research took place via an online forum over two and a half weeks, where members of the public were given the time, information and opportunity to consider complex subjects to reach an informed opinion.