Public in the South East underestimate their daily water use by more than 100 litres

People in the South East are underestimating how much water they use each day by more than 100 litres, according to new research.

The findings have been released as the Let’s Save Water campaign launches across England and Wales. The four-year initiative is backed by scientists, environmental experts and water companies, and aims to change how people think about and use water.

Research shows only 13% of adults in the South East understand how much water they use. On average, people estimate they use around 30 litres a day, when the real figure is closer to 143 litres.

More than half of adults in the region also believe water shortages are only short-term issues, such as during hot weather. Nearly a third feel their individual water use makes little difference at a national level.

Experts say water availability is becoming less predictable because of climate change, population growth and rising demand. In England, there is a projected potential daily water shortfall of five billion litres by 2055, equivalent to 25 million people running a tap for 20 minutes.

The campaign is encouraging people to make small changes, including taking shorter showers, fixing dripping taps and being more aware of how much water they use.

Bob Taylor, Chief Executive Officer for Portsmouth Water, said: “Climate change, population growth and the need to protect our precious chalk sources are putting increasing pressure on water supplies across the South East. “As a water company, our customers rightly expect us to play our part. That’s why we’re delivering our largest ever investment programme, using new and innovative approaches, from satellite technology to specially trained leakage detection dogs, to find and fix leaks more quickly, as well as improving water efficiency. “But the Let’s Save Water campaign is so important because it highlights the vital role everyone can play in meeting this shared challenge. By working together, we can help safeguard water supplies for the future.”

Rowena Hammond, Head of Customer Demand Management for South East Water said: "We're proud to support the 'Let's save water' campaign, which highlights the challenges we face in needing to work together to save water, now and in the future.

“Following months of hard work we're excited to see this rollout, and look forward to helping our customers understand the value of our shared precious resource.”

Tania Flasck, Director of Water Operations for Southern Water, said: "Water scarcity remains a real issue across the South East as demand far outweighs what's available to take from the environment, particularly in areas with precious chalk streams.”

Water companies say they are investing in fixing leaks, improving resilience and developing new supplies, but experts warn wider public action will also be needed.

Get the latest BREAKING NEWS for the SOUTH on your phone by downloading the V2 RADIO APP today! Read with ease, no annoying pop-up ads.

V2VOUCHERS.CO.UK is offering half-price deals on a wide range of experiences across the South, from meals out at local restaurants to tickets for some of the region’s biggest events.