A recent report by a team of researchers from the University of Surrey outlines a comprehensive framework for improving domestic water efficiency through behavior change. It addresses the growing risk of water scarcity in England and draws input from over 100 stakeholders across 60 organizations. The study identifies key knowledge gaps and proposes a structured agenda for advancing behavioral strategies. The findings highlight that sustainable water use depends on technological solutions and transforming everyday household practices.
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Introduction
Domestic water consumption is a major driver of future water stress in the UK, with households using 135–150 liters per person per day. While strategies such as smart metering have reduced usage, they remain insufficient to meet long-term sustainability targets. As a result, behavior change has become a critical element of water demand management.
The study aims to co-develop a research and action agenda that addresses gaps in understanding how and why people use water at home. One key aspect is that current interventions rely on awareness campaigns, assuming that information alone will drive behavior change. The research highlights a significant gap in the evidence base guiding intervention design. By applying behavioral science principles, the study seeks to move beyond simplistic approaches and develop more effective, evidence-based solutions for reducing domestic water use.
Methodology and Approach
The research uses a co-creation methodology that combines stakeholder engagement with qualitative and quantitative analysis. The team carried out three sequential activities between 2024 and 2025 to gather insights from across the UK water sector.
In the first phase, 36 participants from 21 organisations joined an in-person workshop. They took part in structured group discussions to identify priority water-use behaviors, key research questions, and indicators of successful behavior change. Facilitators recorded insights through notes and collaborative digital tools.
In the second phase, 42 participants from at least 23 organizations completed an online survey. Respondents rated the importance of targeting specific behaviors and the usefulness of different knowledge areas, helping prioritize themes identified in the workshop. In the third phase, 75 participants from 49 organizations attended a webinar. The research team shared preliminary findings and gathered additional feedback through live discussions and written inputs.
The team then analyzed all inputs using inductive thematic analysis. They translated responses into specific questions, grouped them into key questions, and organized them into broader areas of uncertainty. This structured process produced a clear, stakeholder-informed research agenda.
Results and Discussion
The study defines seven major areas of uncertainty, covering 24 key questions and over 100 detailed research questions. Five areas focus on consumer behavior, while two address structural challenges within the water sector.
The primary discovery highlights the need to identify which behaviors to target for maximum impact. Stakeholders point to showering, toilet flushing, and leak repairs as critical because of their significant contribution to household water use. However, uncertainty remains over whether interventions should prioritize behaviors based on impact or ease of change.
The research reveals that water use is shaped by routines, social meanings, and contextual factors rather than purely rational decision-making. For example, showering is often associated with comfort or relaxation, not just hygiene. This insight underscores the importance of designing interventions that align with user values and daily practices. Public acceptability plays a significant role in determining the success of behavior change initiatives. Trust in water providers, perceived fairness, and the credibility of messaging shape whether people adopt water-saving behaviors.
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The study further emphasizes targeting habitual behavior, as many water-use activities occur automatically and do not respond well to awareness alone. It shows that real-time interventions, such as feedback during use, are more effective because they interrupt behavior in the moment. Contextual factors, including demographics, environmental conditions, and life events, also shape the effectiveness of interventions. These conditions can create “windows of opportunity” when people are more open to change.
The research also calls for stronger capacity within the water sector, and questions whether behavior change alone can deliver the required reductions. It suggests that effective solutions must combine behavioral strategies with technological and policy approaches to achieve meaningful impact.
Conclusion
This study shows that improving domestic water efficiency requires a comprehensive and interdisciplinary approach. Raising behavioral change requires awareness and understanding that habits, social norms, and environment shape water use. A key implication is the need for stronger collaboration between water sector stakeholders and behavioral scientists. These partnerships can improve how teams design and evaluate interventions, ensuring they remain evidence-based and suited to real-world conditions.
The research highlights the importance of focusing on habitual behaviors. Interventions that disrupt routines, such as real-time feedback or environmental constraints, are likely to create more lasting change than traditional information campaigns. The study further emphasizes the need for knowledge sharing across the sector. Many organizations hold valuable insights, but institutional and commercial barriers often limit their use. Collaborations can accelerate progress and reduce duplication of effort.
The study positions behavior changes as one part of a broader water management strategy. Technological innovation, infrastructure development, and policy measures must complement behavioral approaches to achieve long-term sustainability. Overall, the research offers a practical and scalable framework for improving domestic water efficiency by combining behavioral science with stakeholder-driven insights.
Journal Reference
Gardner, B., Walker, I., et al. (2026). Promoting domestic water efficiency via behavior change: An agenda for research and action. Guildford: Institute for Sustainability. https://www.surrey.ac.uk/sites/default/files/2026-03/Water%20Efficiency%20-%20Research%20and%20impact%20agenda%5B53%5D.pdf?utm_source=miragenews&utm_medium=miragenews&utm_campaign=news
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