Major behaviour change campaign to take lion’s share of Ofwat Water Efficiency Fund

Three-quarters of Ofwat’s new Water Efficiency Fund (WEF) will go on a major behaviour change campaign, under plans published for consultation.

The regulator is seeking views until 25 June on its plan for the £100m pot. The lion’s share, £75m over five years, is set to fund a “coordinated, high profile and expertly run” campaign across England and Wales to promote water efficient behaviours. This would aim to raise awareness of the need to use less water and the benefits this can bring, and seek opportunities to change behaviours.

The remaining £25m will fund a new Water Efficiency Lab – this would be like an innovation fund solely focused on water efficiency, with annual competitions run for bidders to pitch for funding for their ideas.

Elsewhere, the consultation covered a range of aspects relating to the new fund, including evaluation, governance, financing, achieving a legacy, awarding projects and protecting customers. Ofwat has little changed the objectives and scope of the plan it previously consulted on as these attracted widespread support.

A final approach will be set out later in 2024, with an expectation for the WEF to be operational in 2025. Ofwat said the £100m across five years would cost bill payers 62p a year on average.