One out of every three parents in the UK underestimates their daily water consumption by the equivalent of a full bathtub, as indicated by a recent study conducted by Affinity Water, a drinking water provider. The survey, which involved 2,000 parents, revealed that 66% of participants believe their daily water usage is lower than the average of 156 litres.
Among the findings, a significant portion of respondents, one-third, think they consume less than 50 litres per day, resulting in many households underestimating their daily usage by approximately 100 litres—enough water to fill a bathtub. The study also highlighted a widespread lack of awareness regarding household water usage and the origins of drinking water.
Nearly two-thirds of the surveyed parents confessed to prolonging their showers beyond necessity to either enjoy the warmth or to find a moment of relaxation. In response to these insights, Affinity Water is introducing The Great Water Hunt initiative to educate families about the importance of water and its sources.
Families participating in this initiative will take on the role of ‘water detectives,’ delving into details about their local water systems while learning practical tips for conserving water at home. Additionally, ‘water beacons’ strategically placed in participating areas will offer engaging facts and information about local water systems for families to explore.
James Curtis, the head of leakage at Affinity Water, emphasized the significance of understanding individual water usage patterns, citing that some households are underestimating their consumption by around 100 litres daily. Curtis noted that while water conservation may not be a top priority for many families, certain regions in the UK are already facing water shortages.
“The Great Water Hunt aims to reestablish a connection with water for families, educate them about its sources, and demonstrate how small daily actions can have a significant impact. By saving water now, we ensure a sustainable water supply for future generations to enjoy local waterways in the years ahead,” Curtis explained.
The research findings also indicate that while many households are actively trying to adopt more sustainable practices at home, water conservation often takes a back seat. Although 70% of respondents make efforts to reduce food waste and 68% attempt to lower energy consumption, only 57% actively take steps to reduce water usage.
Furthermore, the study reveals a lack of awareness about the broader water challenges, with nearly 20% of parents believing that serious water shortages in the UK are still 11 to 30 years away if no action is taken. In addition to in-person activities in Affinity Water regions, families nationwide can access Affinity Water’s online resources for free to learn more about water consumption and acquire practical tips to minimize waste at home.