The water industry funded water efficiency group waterwise was launched today at Westminster.
A new determined campaign to promote more careful use of water has been launched by the water industry with the support of government, regulators, consumer and environmental groups.
waterwise (that's right, lower case) will belie its unassuming graphics by vigorously arguing the economic case for large scale initiatives to help consumers and business to use water more carefully.
Elliot Morley, water minister, said that water was not an infinite resource and he welcomed the industry's decision to set up an independent body to influence demand management.
Pamela Taylor, Water UK Chief Executive, underlined the importance of the work waterwise would undertake in partnership with water companies and industry stakeholders.
Jacob Tompkins, Director of waterwise, also stressed the role of collaboration. The aim was to stabilise rising demand over a five year period, a challenge that would demand a concerted effort by all involved groups.
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