Rebuilding trust will take more than infrastructure improvements

(by Karma Loveday)

Done effectively, AMP8 could mark a turning point in restoring public trust. But rather than focusing solely on infrastructure improvements, the sector should appreciate that accountability, transparency, and prioritising customer concerns will also be important.

That’s according to YouGov research for Cavendish Consulting. The headline findings included:

• Half (52%) of respondents believed that water supply and management across the UK is poor. However, perceptions are notably more positive at a local level, suggesting that dissatisfaction may be driven more by national narratives than direct personal experience. There are significant differences in perceptions company to company (see chart). 

• 77% of respondents identified water companies as the primary cause of issues in supply and management. 31% blame Ofwat and 24% the Government. 

• Only 10% of people trust water companies to provide truthful information about themselves — indicating that reputational damage is significant, and that reparable measures are needed. 

• Among Gen Z respondents, a third remain undecided on whether the water industry is “authentic” — a significantly higher proportion than in older demographics. Cavendish said: “This suggests that future bill payers are still forming their opinions, offering water companies a window to positively shape perceptions through transparency and improved service.”

• Unsurprisingly, the research found a widespread lack of public understanding around regulatory changes in the sector. Almost half (46%) of respondents said they neither support nor oppose the creation of a new water regulator, pointing to limited awareness of how the industry is governed. Cavendish observed: “This raises questions about whether major structural reforms, including those proposed in the Cunliffe Review, will meaningfully shift public perception without clearer communication and engagement.”

The consultant said the findings revealed a complex and often contradictory picture of public attitudes towards the UK water sector, highlighting both deep-rooted distrust and a significant opportunity for companies to rebuild confidence during AMP8. The report also offered a “blueprint for rebuilding trust,” focusing on: local experience, using channels people engage with, being open on environmental issues, and appreciating that younger audiences have less entrenched views.