Image description: Hand holding a pen and filling in a form. Image by Andreas Breitling from Pixabay

Public attitudes towards the UK water sector have been the subject of new research conducted by YouGov on behalf of Cavendish Consulting, revealing a complex and often contradictory picture that highlights both deep-rooted distrust and a significant opportunity for companies to rebuild confidence during the upcoming Asset Management Period 8 (AMP8). 

Previous studies have mainly focused on what the public dislikes, such as sewage spills, rising bills, and perceived lack of transparency. This study took a different approach by examining attitudes towards individual water providers, to offer a more nuanced insight into how challenges and expectations vary across regions and customer bases. 

UK water companies have incurred significant reputational damage 

Just over half (52%) of respondents believe that water supply and management across the UK is poor. However, the research infers that dissatisfaction may be driven more by national narratives than direct personal experience, with perceptions markedly more positive about local supplies. 

Respondents were clear about where they attribute responsibility for ongoing challenges, with more than three-quarters (77%) of respondents identifying water companies as the primary cause of issues in supply and management. 

Significantly, just 10% of people in the UK trust water companies to provide truthful information about themselves – which reports say indicates significant reputational damage and that reparable measures are needed. 

Reform efforts need clear communication to shift public perception 

The research raises questions about whether major structural reforms, including those proposed in the Cunliffe Review, will meaningfully shift public perception without clearer communication and engagement. 

Almost half (46%) of respondents say they neither support nor oppose the creation of a new water regulator, indicating limited awareness of how the industry is governed and widespread lack of public understanding around regulatory changes in the sector. The report reccomends that companies must move beyond leaflets and web pages to deliver consistent, bite‑sized real‑time updates on the channels people already use. In particular, social media should be a core communication channel, not an afterthought, enabling companies to show progress on the ground in realtime visually and locally. 

AMP8 – chance to shift from defensive to proactive 

With significant investment planned under AMP8, the sector faces what the report describes as a “pivotal opportunity” to refresh its relationship with customers. 

Rather than focusing solely on infrastructure improvements, the research underscores the importance of accountability, transparency, and prioritising customer concerns. Done effectively, the report suggests AMP8 could mark a turning point in restoring public trust. 

Gen Z may offer chance to reset reputation 

When the public was polled on on eight sectors and their view on how authentic the sectors were, the water sector was second least authentic (behind only housebuilders), and was the only sector where more than 50% of the public said it was inauthentic. 

However, the report highlights that younger consumers could present a key opportunity for the sector. Among Gen Z respondents, a third remain undecided on whether the water industry is “authentic”, which is a significantly higher proportion than in older demographics. 

This suggests that future bill payers are still forming their opinions, offering water companies a window to positively shape perceptions through transparency and improved service.