New research conducted by YouGov on behalf of Cavendish Consulting reveals a complex and often contradictory picture of public attitudes towards the UK water sector, highlighting both deep-rooted distrust and a significant opportunity for companies to rebuild confidence during the AMP8 2025-2030 investment period.

The findings come at a critical moment for the industry, following increased political and media scrutiny and the publication of the Independent Water Commission’s Cunliffe Review in July 2025. While the review sets out a “roadmap” for reform, the research suggests that public awareness of structural changes remains low.

A sector under fire – but not universally rejected

Half (52%) of respondents believe that water supply and management across the UK is poor. However, perceptions are notably more positive at a local level, suggesting that dissatisfaction may be driven more by national narratives than direct personal experience.

Responsibility for ongoing challenges is clearly attributed, with 77% of respondents identifying water companies as the primary cause of issues in supply and management.

In addition, only 10% of people in the UK trust water companies to provide truthful information about themselves – indicating that reputational damage is significant, and that reparable measures are needed.

Low awareness of regulatory reform efforts

The research highlights a widespread lack of public understanding around regulatory changes in the sector. Almost half (46%) of respondents say they neither support nor oppose the creation of a new water regulator, pointing to limited awareness of how the industry is governed.

This raises questions about whether major structural reforms, including those proposed in the Cunliffe Review, will meaningfully shift public perception without clearer communication and engagement.

Younger consumers present key opportunity for the sector

According to the report, younger consumers present a key opportunity for the sector - among Gen Z respondents, a third remain undecided on whether the water industry is “authentic”- a significantly higher proportion than in older demographics.

This suggests that future bill payers are still forming their opinions, offering water companies a window to positively shape perceptions through transparency and improved service, the report says.

AMP8: a critical turning point?

With significant investment planned under AMP8, the sector faces what the report describes as a “pivotal opportunity” to reset its relationship with customers.

Rather than focusing solely on infrastructure improvements, the research underscores the importance of accountability, transparency, and prioritising customer concerns. Done effectively, AMP8 could mark a turning point in restoring public trust.

Samantha Clough, Executive Director at Cavendish, said:

“This research shows a clear gap between perception and reality. People believe the water system nationally is in trouble, but often feel their own local supplier is doing better. That disconnect matters for the water industry because it makes it harder for companies to rebuild confidence. Closing that gap - by showing clearly and honestly what is changing at a local level is now one of the sector’s biggest challenges, and also one of its biggest opportunities.”

Key findings include:

• 52% of people think that water supply and management in the UK is bad – but they’re more positive about their own local supply
• 77% of people think that water companies are most responsible for issues with water supply and management
• 10% of people trust water companies to provide truthful information about themselves
• 1/3 of Gen Z people are undecided on whether they think the water sector is ‘authentic’, presenting an opportunity to win round future bill payers
• 46% don’t know if they support or oppose the creation of a new water regulator – suggesting a lack of public awareness of how the sector is regulated

While previous research has largely focused on what the public dislikes—such as sewage spills, rising bills, and perceived lack of transparency—the study takes a different approach. By examining attitudes towards individual water providers, it offers more nuanced insight into how challenges and expectations vary across regions and customer bases.

The report concludes the findings provide a clear message: while distrust remains entrenched, it is not fixed. With targeted action and clearer communication, the water sector has a genuine opportunity to rebuild its reputation and reconnect with the public.

Commenting in the report, Matt Crisp, Director Cavendish says:

“AMP8 presents an opportunity to move from apology to progress. Every pound of AMP8 investment should be communicated clearly to customers.Visibility and transparency can build and maintain public trust.”

Click here to access the report online