England water deficit behaviour change could play a critical role in addressing a projected five billion litre daily shortfall, according to new research led by the University of Surrey.
The report, Promoting domestic water efficiency via behaviour change, brings together insights from more than 100 professionals across 60 UK water sector organisations. It highlights how everyday household habits—particularly in bathrooms—represent a significant opportunity for reducing water demand.
England water deficit behaviour change targets everyday habits
The England water deficit behaviour change challenge centres on how people use water at home. England currently consumes between 135 and 150 litres per person per day, while existing measures such as smart metering are expected to deliver only limited reductions—around 450 million litres by 2050.
According to the Environment Agency, around 60 per cent of the future supply-demand gap will need to be addressed through demand management. Researchers argue that this will require a stronger focus on influencing behaviour.
Sector professionals identified three priority behaviours: reporting or fixing household leaks, reducing shower time, and limiting toilet flushing. Showering alone can use between six and 15 litres per minute, while toilet flushing accounts for around a quarter of domestic drinking water use.
Why understanding habits is key to water efficiency
The report finds that many water-use behaviours are habitual rather than deliberate, meaning traditional awareness campaigns may have limited impact. Instead of consciously deciding how long to shower or when to flush, people tend to follow ingrained routines.
Professor Benjamin Gardner, lead author of the report, said: “The water sector knows that behaviour change matters, but it needs to do more to connect with what we know around how people use water.”
Dr Pablo Pereira-Doel added that real-time interventions—such as feedback during a shower—can be more effective because they influence behaviour at the moment it occurs, rather than relying on memory or intention.
The research also highlights a disconnect within the sector: while showering and toilet use are seen as high-priority targets, there is less emphasis on understanding why these behaviours occur in the first place. The report argues that this gap limits the effectiveness of interventions.
Call for collaboration and shared behavioural insights
The study identifies a structural issue within the water sector, where valuable behavioural research is often not shared due to commercial sensitivities. This lack of knowledge exchange may be slowing progress in developing effective demand-reduction strategies.
To address this, the report recommends closer collaboration with behavioural scientists, greater investment in understanding water-use habits, and improved sharing of insights across organisations.
It also stresses that behaviour change should not be viewed in isolation, but as part of a broader strategy that includes infrastructure improvements and technological innovation.
Why behaviour change matters for future water resilience
With increasing pressure on water resources from climate change, population growth, and ageing infrastructure, reducing household demand is becoming a central component of water management strategies.
Behavioural science offers a pathway to more effective interventions by focusing on how people actually use water in daily life, rather than how they say they intend to use it.
For more coverage on water efficiency and demand management, visit our Water Management section.
