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Everyone encouraged to save water at end of summer holidays

  • Survey shows 74% of UK adults think cutting the amount of water used at home is important to protect the environment
  • 8 in 10 (84%) adults say they try to save water in their day-to-day life
  • Easy top tips show how everyone can take important water-saving measures at home

Families and communities across the country are being urged to play their part in helping to save water this bank holiday weekend and with dry weather forecast for the coming weeks.

The call comes as a new survey reveals that nearly three quarters (74%) of UK adults think cutting the amount of water used at home is important to protect the environment. And it’s not just the thought that counts – the public’s appetite for actively reducing water use at home is even higher, with more than 8 in 10 (84%) adults saying they try to save at least some water in their day-to-day life.

The research also showed:

  • Two in five (41%) of UK adults are worried about the UK’s water supplies running out in the next 25 year vs. only a quarter (25%) who weren’t
  • Only 3 in 10 (29%) have heard about the need to save water this summer…
  • …But 80% of those that are aware have already started being more careful about the way they use water.

Despite experiencing typically mixed summer weather this year, a surge in staycations and people spending time at home during has led to a higher-than-normal water demand across the country.

The enthusiasm of the British public for taking water saving measures is fantastic news and as part of the nationwide Water’s Worth Saving campaign, people are being encouraged to take simple steps to cut down on the water they use as they relax and enjoy themselves with friends and family.

Whether at home with the kids or off on a well-earned break, there’s plenty we can all do to play our part by following some simple hints and tips to save water. Visit the Water's Worth Saving website to find out how you can help.

The Water’s Worth Saving campaign, now in its second year, is a joint initiative between water industry trade body Water UK and water-saving experts Waterwise.

Last year, water companies saw a dramatic increase in household water usage – in some cases 20% above pre-Covid levels – as more people stayed at home during the pandemic.

An increase in hotter, drier summers caused by climate change as well as an increasing population mean there is a heightened risk of the UK experiencing significant water shortages by 2050 – saving water has never been more important.

Peter Jenkins, Water UK Director of Campaigns, says: “It’s really important that we all do our bit to save water and protect the environment. The good news is that our research shows that from teenagers to pensioners, most of us really care about conserving water. The Water’s Worth Saving campaign’s simple hints and tips mean that everyone can easily play their part.”

Notes to Editors

On behalf of Water UK and Waterwise, Savanta ComRes interviewed 2,144 UK adults aged 18+ online between 23 and 25 April 2021. Data were weighted to be representative of UK adults by age, gender, region and social grade. Savanta ComRes is a member of the British Polling Council and abides by its rules. Data tables are available at