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Motivations and messages

Motivations and messages

Icaro and Ipsos MORI were commissioned to undertake research to understand existing household motivations and barriers to water efficiency and test potential messages.

The effects of climate change and a growing population are likely to put increasing pressure on water supplies, and in some areas of England water supplies are already under stress. The Water White Paper, Water for Life, set out a commitment to support the development of effective messaging that promotes a perception of water as a valuable resource.

The research finds that households intuitively recognise water as a precious resource that should not be wasted. However, the issue continues to be hindered by a lack of salience. So while water is considered precious it is also considered abundant; and while individuals areconscious of water efficiency they are also not overly concerned. In fact, the research demonstrates that water use is relatively incidental in the process of people undertaking their ‘daily lives’. They do not want to use water; but rather they want to wash their clothes, relax in the shower and clean their teeth.

On messages, the research finds that those that contradict the widely held belief that rainfall is abundant in England are doomed to fail. By contrast, they are more receptive to messages focused on population growth, climate change and ensuring security of supply in the face of an unpredictable future. And they are happy to do their bit when they think water companies and Government are doing theirs and taking a lead.

Furthermore, the research concludes that there is a need to shift away from high level messages (i.e. that explain why water efficiency is important) towards specific messages that target specific household practices and activate emotional responses. These might not mention water at all, and instead focus on e.g. keeping clothes looking good longer by not over-washing them, saving time by using the eco/quick wash function or the potential benefits of cooler, shorter showers for the skin.


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