News Release

Understanding the desire for 'freshness' -- a first step towards saving water

Peer-Reviewed Publication

Economic & Social Research Council

Earlier this year the government announced a new strategy for a more efficient and sustainable use of water. This would involve a reduction in per capita consumption from 150 litres per day to 130 litres per day.

A new Economic and Social Research Council publication, 'Behavioural Change and Water Efficiency', which accompanied a seminar organised jointly with UK Water Industry Research Ltd, looks at future water management from a social science perspective. Professor Elizabeth Shove, University of Lancaster, says that the current focus on reducing per capita consumption does not recognise the diverse ways in which water is used in everyday life.

'Demand for water should not be seen as the consumption of a uniform substance but as a consequence of the things that people do that require water, such as washing, laundry, growing vegetables or children's parties,' she explains. 'A sociological perspective tries to understand how routines like the daily shower and frequent laundering have developed and why it has become normal to value 'freshness', 'fitness' and instant relaxation. We need this information to work out which practices associated with water will respond to metering and price signals.'

Professor Joe Morris and Dr Richard Franceys, Cranfield University, look at the economics of water pricing and discuss whether it is possible to bring together the guidelines of economic efficiency and fairness and equity. They pay special attention to the development of rising block tariffs, which have had mixed success in some overseas countries and are currently being trialled by a number of UK water companies.

Richard Franceys explains that charging for water is designed to ensure that water companies can meet the long-term costs for capital maintenance while at the same time ensuring that the right amount of water goes to the right people and uses. He says the introduction of differential, rising block tariffs, requires more information about customer water consumption habits: 'Somewhat surprisingly for an industry promoting variable tariffs and 'intelligent' metering, there is a relative dearth of knowledge about how and why households use water the way they do, and how they might respond, not only to variable tariffs, but an array of initiatives which can encourage people to use water wisely.'

Water companies not only have a statutory responsibility to minimise withdrawal from existing water resources and promote water efficiency, they also have to demonstrate the cost-effectiveness of these measures. In his presentation on the industry perspective, Luke deVial, Head of Resources, Wessex Water, explains a new peak seasonal tariff, is being trialled by his company. He acknowledges that water companies could do more to encourage efficient water use but argues that economics does not always tell the whole story.

The report also includes an overview of government policy by Helena Busby, senior policy adviser, Department for Environment, Food and Rural Affairs and explains why an independent review of charging for water is necessary. Launching the new strategy, Future Water, Hilary Benn said: 'Our current system of charging, based largely on the value of people's homes 35 years ago, is archaic and rife with anomalies. We need a fairer system that offers incentives to conserve water. In areas of serious water stress it's pretty clear that this will mean near universal metering before 2030.'

Helena Busby concludes: 'The important message for consumers is that if you save water, you can save energy and you can save money.'

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FOR FURTHER INFORMATION, CONTACT:

Kirsty Johnson (Tel: 01793 442821, email: kirsty.johnson@esrc.ac.uk )
ESRC Press Office:
Kelly Barnett (Tel: 01793 413032 / 07826874166, email: kelly.barnett@esrc.ac.uk)
Danielle Moore (Tel: 01793 413122, email: danielle.moore@esrc.ac.uk)

NOTES FOR EDITORS

1.The publication, 'Behavioural Change and Water Efficiency', which accompanied the seminar, organised jointly with UK Water Industry Research Ltd, looks at future water management from a social science perspective.

2.UKWIR was set up by the UK water industry in 1993 to provide a framework for the procurement of a common research programme for UK water operators on 'one voice' issues. UKWIR's members comprise 24 water and sewerage undertakers in England and Wales, Scotland and Northern Ireland.

3.The Economic and Social Research Council (ESRC) is the UK's largest funding agency for research and postgraduate training relating to social and economic issues. It supports independent, high quality research which impacts on business, the public sector and the third sector. The ESRC's planned total expenditure in 2008/09 is £203 million. At any one time the ESRC supports over 4,000 researchers and postgraduate students in academic institutions and research policy institutes. More at http://www.esrcsocietytoday.ac.uk

4.ESRC Society Today offers free access to a broad range of social science research and presents it in a way that makes it easy to navigate and saves users valuable time. As well as bringing together all ESRC-funded research and key online resources such as the Social Science Information Gateway and the UK Data Archive, non-ESRC resources are included, for example the Office for National Statistics. The portal provides access to early findings and research summaries, as well as full texts and original datasets through integrated search facilities. More at http://www.esrcsocietytoday.ac.uk

5.Cranfield University is a wholly postgraduate institution with a worldwide reputation for excellence and expertise in aerospace, automotive, defence, engineering, environment and water, health, management and manufacturing. The University is made up of the following Schools: Cranfield Health, School of Management, School of Applied Sciences, School of Engineering, and The Defence College of Management and Technology at Shrivenham. For more information visit www.cranfield.ac.uk

6.Lancaster University www.lancs.ac.uk, founded in 1964, has won international recognition for the quality of its research and teaching and is one of only a handful of Universities to have a college system. A recent £300m investment into the estate has resulted in a new student village, centres of excellence in ICT, management and environment and new facilities for students, staff and visitors. In 2008, Lancaster University was ranked 10th in the UK in The Guardian university league tables, 12th in The Independent league tables and 19th by the The Times.


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