Set against the backdrop of making sure there is enough water available to both to maintain and enhance the natural environment while also serving an increasing population, this incentive involves customers playing their part in ensuring there is enough water for all in the future.
By 2025, we are targeting the annual amount of water used by each of our customers to reduce from 143.1 litres a day in 2019/20 to 131.5 litres a day. This is equivalent to our Ofwat target of reducing consumption by 7.6 per cent from our 2019/20 three year average baseline of 144 litres a day.
Our target for 2021/22 was to have a reduction of 2.9 per cent from our 2019/20 three year average baseline of 144 litres a day.
Depending on our performance we could receive an outperformance payment or be required to pay an underperformance penalty in 2024/25.
How have we performed?
During 2022/23 our customers each used an average of 150.3 litres of water a day, a 5.3 per cent reduction on 2021/22 annual performance.
We have seen a 1.5 per cent increase on our 2019/20 three-year average baseline of 144 litres a day to 158.3 litres a day.
We are working to reduce per capita consumption during 2023/24 to reach our baseline performance target with our ongoing Household Customer Improvement Programme. This programme encompasses five key approaches to delivering our challenging PCC reduction, primarily through behavioural change methods. Our 2023-24 programme includes:
Understanding our customers through research
- Household garden behaviours
- Business customer need
- Usage and effectiveness of campaigns
Behavioural change messaging campaigns
- Increasing access to our Neighbours Usage Comparison Report for non-digital users
- Trialling incentivisation and gamification
- Expanding our Leaky Loo customer journey to increase participation
- Launch of our new children’s education platform
- Improving and expanding our social media campaigns
Partnerships
- Expanding our community partnerships with local councils or similar stakeholders
- Continued working with three local partnerships already in place
Water efficiency devices
- Continued provision of free water efficiency devices to customers
- Expansion of Leaky Loo Strip provision to support recent research
- Support customers who are impacted through cost-of-living crisis
Household audits
- Continued new household property visits
- Water efficiency home audit trial including fitting of devices
- Water efficiency virtual audit trial
