Lessons from our research on people’s relationship with the water environment
Canoe on sunlit river (Credit: Filip Mroz; Unsplash)
Recently we have been researching how people value and understand the water environment on behalf of the Consumer Council for Water. Whilst the research was in relation to perceptions of the water environment, it has broader applications in terms of providing insights into people’s relationship with the environment as a whole and the dynamics between the consumer and citizen perspective.
Right from the start of the research, it was clear that the water environment spontaneously inspired ‘citizen thinking’. It was seen as a valuable resource shared and enjoyed by many now; and to be preserved for future generations. However providing participants with more information on the extent of the issues facing the water environment, and water companies’ roles in this respect, did influence people’s views. Participants said that the process had moved them from the potential to focus on personal financial impact (customer viewpoint) towards support for collective and societal responsibilities (citizen viewpoint). The research findings have provided both lessons for organisations, about how to research these topics; but also broader learning in terms of engaging customers, galvanising action and justifying water bills.
We used a deliberative approach, where members of the public were given the time, information and opportunity to consider complex subjects to reach an informed opinion. The research was conducted during the Covid lockdown in February 2021 necessitating an online approach. Just over 60 participants (recruited to represent a broad range of current and future water customers) took part in an online forum lasting 2½ weeks; followed by a small number of live online focus groups which involved reconvening around one third of the original participants.
There was clear evidence of the very high value that most participants placed on visiting water environments in their lives. They provided calm, a connection with nature and natural beauty, and opportunities to engage in enjoyable activities. Future customers (participants who had not yet paid a water or sewerage bill) were likely to prioritise the environment even more highly than current customers. However, the need to look after these environments for future generations was raised throughout the research.
Participants largely had very low levels of awareness of who has responsibility for managing the water environment. When asked for their views on who should play a role in addressing issues, the broad consensus was that it was a collective responsibility with multiple actors needing to play their part. When provided with information about the actions that water companies can take on the environment, there was a clear desire for water companies to go ‘beyond the basics’ of meeting the minimum legal requirements.
Many participants were comfortable, in principle, with the public paying for improvements to the water environment (as long as those in financially vulnerable circumstances are protected). They saw benefits in terms of the environment, society and future generations. Examples of current water company environmental improvement projects appeared to be instrumental in changing participants’ views about the role of water companies. Knowing about the issues facing the water environment and water companies’ actions had two major impacts, it:
Emphasised the citizen perspective – seeing the water environment as a collective responsibility, with some even vowing to volunteer and help with solutions;
but it also:
Made water bills more justifiable (giving bill-payers understanding of what is delivered, beyond the delivery of tap water and removal of sewage).
Overall, this research is evidence of consumer opinion that will help stakeholders in the water industry both better understand the customer perspective and help to shape their own research and project development. We are already applying the insights to our work with water companies.
The full research report can be found here.