Only 12% of Londoners understand how much water they use, new data shows.
Experts found that Londoners are underestimating their daily water usage by 100 litres and have launched a campaign to combat unnecessary everyday use.
The ‘Let’s Save Water Campaign’ carried out a YouGov survey of 3,121 adults across England and Wales and found only 12% accurately understand how much water they use – with half believing that water shortages were only short-term issues linked to hot weather in the capital.
Water Minister Emma Hardy said: “Water is one of our most precious resources and in many parts of England we are using it faster than it can naturally be replenished.
“Droughts are becoming longer and more common due to climate change, exacerbating water shortages that can have a devastating impact on our environment.”
Despite England’s reputation for grey and wet winters, data from the Environment Agency forecasts a daily shortfall of five billion litres of water by 2055.
This is like 25 million people leaving the tap running for 20 minutes, every single day.
Over a third of the survey felt that changing their water habits wouldn’t make a difference on a national level, but experts say otherwise.
Things like fixing a dripping tap, swapping to a water saving shower head and switching appliances to eco mode can make a big difference.
Let’s Save Water organisers hope that the campaign will confront the reality of England’s water insecurity and have partnered with broadcaster Jeff Brazier to create a short film.
Water: A Shared Challenge follows Jeff as he travels across England and Wales to explore the growing water issue and its impact on people and wildlife.
Jeff said: “Making this film changed the way I think about water.
“The challenge is bigger and more immediate than I realised, but the good news is that the choices we make every day can make a real difference.
“If we all start paying a bit more attention to how we use water, together we can help to make sure there’s enough water for future generations.”
Let’s Save Water is a four-year campaign backed by regulators and water companies that will hopefully lead to greater water security in England and Wales.
Featured image credit to Shally Imagery on Pexels.
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