As the UK experiences another spell of intense heat, a major new national campaign is warning that the real crisis is not just the weather – but how little we understand our everyday water use.
New research reveals a striking “water blind spot” across England and Wales. People believe they use around 30 litres of water a day, when the reality is closer to 140 litres. Only 11% accurately understand their usage, while more than half (53%) think water shortages are only short-term.
This comes as scientists warn England could face a daily water shortfall of five billion litres by 2055, driven by climate change and rising demand.
Today marks the launch of Let’s Save Water, a four-year campaign backed by leading scientists, regulators and industry experts, aiming to reshape how society values water – not just during heatwaves, but every day.
Experts say the challenge goes beyond infrastructure. Behaviour change is now essential, from shorter showers to fixing leaks, if future supplies are to be protected.
Professor Lizzie Kendon (Met Office) warns that climate change is driving “wetter winters and drier summers,” meaning even heavy rainfall is less reliable for water supplies. Ofwat’s Chief Executive Chris Walters adds that resilience depends on “changing our relationship with water.”
A new film, Water: A Shared Challenge with Jeff Brazier, accompanies the launch, showing how water scarcity is already affecting communities, nature and infrastructure across the UK.
As temperatures rise, the message is simple: this is not just a heatwave issue – it is a water reality we have been underestimating for years.
