Yorkshire Water – customer behaviour campaigns to cut water use more effective than hosepipe bans

The threat of a hosepipe ban during a hot summer could be a thing of the past, thanks to improvements in communications technology and a greater understanding of how to encourage customers to reduce water use, according to new proposals from Yorkshire Water. The proposals would see the company making use of its increased understanding of customer preferences and the new ways to reach customers that have developed over recent years, such as social media and targeted digital advertising, with the aim of working with customers to reduce their water use year-round, reducing the risk of the need to impose mandatory measures during dry weather. Hosepipe bans have been part of drought management processes and legislation for managing for many years, but they are rarely used and there is little evidence to support their effectiveness in reducing demand. It is estimated that of average household daily water usage, only about 1% goes on the garden and 1% on the car, meaning the scope for a hosepipe ban to be able to reduce demand is limited.

Recent research by Yorkshire Water also found that hosepipe bans are also very unpopular with customers. Many customers explained that hosepipes are important for carrying out tasks that are personally important to them, such as enabling hobbies or time with their families. Customers instead expressed a clear preference for being provided with information on how to voluntarily reduce their water use both inside and outside the home all year round, rather than simply being banned from using a hosepipe. The customer research findings prompted Yorkshire Water to commission an independent White Paper to look at evidence on the effectiveness of both temporary use bans – TUBs – (commonly known as hosepipe bans) and alternative approaches to changing behaviour.

The paper, produced by specialist consultants London Economics, found that:

• The evidence on the effectiveness of temporary use bans is relatively scarce. At the same time, the quality and robustness of some available assessments are questionable, or at least highly circumstantial.
• The most reliable analyses of the impacts of TUBs, by the Environment Agency and UKWIR, found overall reductions ranging from 1% (i.e. negligible) to 9% for the TUBs implemented in 2006 and 2012, with the actual impact dependent on a wide range of factors.
• Many alternative interventions have been found to be similarly, if not more effective than water restrictions. This makes them attractive as they can be quick and cost effective to implement while not triggering negative consumer reactions.

Both the White Paper and the customer research are being published by Yorkshire Water as the company looks to start a conversation with the public, other water companies and regulators on what is the best way to approach managing demand in the 21st century.

Click here to read Yorkshire’s research report and their White Paper