Generation Z prioritises affordability over environment

Despite widely documented interest in environmental issues and eco-conscious lifestyle, among Generation Z (Gen Z) – people born between the mid-90s and early 2010s – affordability is still this group’s number one concern when it comes to their water and sewerage services, according to a new report.


Research by Echo Managed Services into the key concerns of UK residents found that keeping water bills affordable for customers was the top priority for all age groups. It was the prime concern for 54.12% of Gen Z current bill payers and 60.61% of Gen Z future bill payers, compared to 53.85% of those aged 25+.


However, Echo said water companies should also be paying attention to raising awareness of their environmental credentials to this new generation. For Gen Z bill payers, promoting water conservation and offering water-saving advice and devices was the second most important issue, cited by 35.29% of respondents. This was followed by investment in water pipes in order to prevent leaks and wastage, cited by 32.94%.


Providing a good level of customer service was also high on the priority list for bill paying Gen Zs, with almost a third (29.41%) agreeing it was of high importance.