Tapping into the water-saving potential of our kitchens and bathrooms
From floods and drought to the risk of water scarcity, water is rarely out of the headlines. But how often does this prompt you to think about your water use? Really think about it – to the point you’re asking if your attitude to water now will be sustainable in the future?
Across the world, water demand is exceeding the available supply. Today, a quarter of the world’s population experiences extreme water stress each year – regularly using up almost their entire available supply. Water risks are becoming more likely and more severe as the planet warms. And demand continues to rise as populations grow.
Many people are indeed thinking about this issue. A recent global survey on water scarcity and showering habits conducted by GROHE and YouGov found a majority to be concerned that the cost of water and food will increase due to deteriorating water supplies.[1] And 74% would change their water consumption if there was a water shortage in their country.
But the research – which surveyed more than 7,200 people in Belgium, France, Germany, Morocco, the Netherlands, the United Arab Emirates, and the USA – also uncovered an intriguing gap between those who say they are aware of the problem and those who are motivated to take action to address it.
Plugging the water-use ‘say-do’ gap
While nearly two-thirds of people believe using less water as an individual makes a difference to the environment[2], almost half don’t know enough about how they can do this in their daily lives. And almost a third of people are completely unaware of products and devices that can help save water.
These statistics suggest an untapped potential to achieve more efficient water use – and underline that to realise that potential, there is an urgent need for education to change perceptions around water use.
“People are not aware how much water they currently use, so they don’t know what they have to change,” says Stefan Schmied, Leader, Commercial Sales Operations, LIXIL EMENA. “How do you find the information? How do you have easy access to somebody who can help you if you have questions about a certain product? As an industry, we have to drive change and raise awareness of important issues like water security and products to help address water use.”
For GROHE, which has long innovated to create technological solutions that can help limit water use without the need to change behaviour – such as water-saving taps, showers and toilets – a vital part of doing this is equipping business partners and other stakeholders with knowledge about the benefits of water-efficient technologies. This includes presenting new water-saving technologies and products at major industry events to educate decision-makers, running awareness campaigns in different regions, and educating salespeople on the ground who work face-to-face with GROHE’s market partners. These partners, in turn, educate consumers.
“The end-user journey is key,” Schmied says. “It has to be easy for customers to use new water-efficient products to address water conservation, or they simply won’t do it.”
A collective responsibility
Water stress is a complex issue affected by many factors, including infrastructure, resource management and climate change.
While rethinking how we use water in the home won’t resolve the problem, it is a part of the solution. Making small changes, such as moving to taps fitted with a flow restrictor, can have a big impact and it is the responsibility of us all – the industry, governments, and ultimately consumers – to do what we can to address this issue.
[1] Result for 5 out of 7 countries, not surveyed in France and Belgium.
[2] Result for 6 out of 7 countries, not surveyed in the US.