CCW research on Awareness and perceptions of river water quality 

From CCW

Over the past year, there has been growing concern about river water quality in England and Wales, and the frequency with which storm overflows are used.

This research provides insight into customers’ views on this topic.

What the research found

• 35% of people in England and Wales now see untreated sewage as the biggest cause of river pollution.
• Despite this, people mainly have positive rather than negative associations with rivers and streams.
• In principle, 58% would pay more on their water bill to support investment to reduce the need to use storm overflows, subject to the detail and cost.
• The majority of customers (65%) want planned improvements to ensure that rivers are a healthy habitat for wildlife.

We will use these findings to influence and inform the key decisions that the industry and Government take on the future of storm overflows. This research also demonstrates the need for companies to proactively inform customers about their environmental performance and the steps they are taking to improve their sewer networks and treatment plants.

To find answers to some frequently asked questions on this issue, read our factsheet on storm overflows. 

Majority of customers are satisfied with water companies – but only around 25% think they act in best interests of people and environment

Research paper from CCW and Ofwat

While two thirds of people are happy with the water services they receive, only around a third of customers would trust their water company to fix a problem quickly and just over a quarter think companies act in the interests of people and the environment, respectively.

Ofwat and CCW have today published joint customer research exploring issues such as understanding and awareness of water companies, affordability and trust.

The research found that customers’ priorities are focused on the core services –providing clean safe drinking water and preventing sewage from entering homes and rivers.

Many customers have little contact with their company and have low awareness of the support that companies offer, or the range of things companies do.

The report also found:

• More than a third of customers (34%) struggle to pay bills fairly frequently, yet only 4% of bill payers reported receiving financial help from their water company over the past year.
• Just over 7 in 10 (71%) people said they would recommend their water provider to a family member or friend. This is in line with the proportion who would recommend their electricity provider (71%) and gas provider (72%).
• Knowledge of the water sector was found to be mixed, with most people (83%) reporting that they know who provides water to their home, but fewer than 4 in 10 are aware they cannot change their water provider.
• Engagement with water companies was found to be fairly low, with 44% of those surveyed stating they have never contacted their water company, and an additional 19% saying they have not contacted the company within the last three years.
• A minority of people think companies act in the interests of customers (27%), the environment (27%) and the local community (29%).

On water efficiency, many customers realise there’s more they could do to save water and recognise the role individuals can play. However the research also suggests that even customers who feel they’re playing their part, could be doing more. 48% of people feel they are already doing as much as they can to save water in the home despite some of these people not taking straightforward actions such as using a washing up bowl.

Customers do not tend to see reducing water use in the home or garden as a priority activity for achieving net zero or climate change. Only 9% of those familiar with the term net zero ranked this as a priority compared to higher rankings for activities such as recycling, suggesting there is still work to be done in the water sector to encourage more water saving behaviours.

Overall, the research suggests that some customers are generally happy with the service they receive, with no need to contact their company. However, low customer engagement is a cause for concern as it may mean that customers in need of financial or priority services support are not aware that support is available for them. Lack of engagement with companies could also mean customers are receiving limited information and knowledge on how they can do more to save water and engage in positive environmental behaviours.