Tens of thousands of people in the Affinity Water region have signed up to a landmark movement, pledging to reduce the amount of water they use on a daily basis.
The UK’s largest water-only supplier is urging the public to waste less water and protect the UK’s precious chalk streams after statistics show its customers use 9% more water per person, per day than the national average. Despite this, new research reveals that more than half (59%) believe they use less water than the national average.
The iconic chalk streams are now at risk due to unsustainably high demand for water. Affinity Water is calling on the British public to take action and Save Our Streams by saving 21 million litres per day or 37 million pints of water (less than 10 litres per person, per day).
A giant working bath, 125 times the size of a regular bath, has been touring towns and cities this summer to highlight unsustainable water wastage, with more than 80,000 Affinity Water customers signing up to Save Our Streams since the critical campaign was launched in April, which is already delivering savings of over 3 million litres every day.
Jane Bellard, SOS Campaign Project Lead at Affinity Water, commented:
“This is a significant milestone in our ambition to get as many Affinity Water customers as possible to join this movement and take action to Save Our Streams.
“The UK is home to 85% of the world’s 210 chalk streams. We need to treasure our water now for the precious and important resource that it is. Saving water at home will not only help us do this, it will support our efforts towards a zero-carbon future.”
Coined ‘Britain’s Great Barrier Reef’, the rivers, which boast clear water from underground springs, are more endangered than both the Bengal tiger and black rhino.
New research with more than 6,000 Affinity Water customers revealed that more than half (53%) visit local rivers and streams more than once a month, and more than three quarters (76%) say they care a lot about their local rivers and streams.
The research undertaken by Absolute Research with 6,039 Affinity Water customers between 29 March and 11 April 2021.
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