The water sector has faced a challenging period over the past several years. Increased scrutiny over the performance of the sector has created multiple challenges for the companies within it. Now though, the sector looks increasingly set to face a recurring challenge brought on by the greater impacts of climate change – what happens when water becomes scarce.
A majority of England is officially in drought, and demand for water has soared by up to 30% on the hottest days recently. This serious period of drought has placed a renewed focus on how the sector responds and communicates – not simply to manage the limitations of infrastructure, but to manage the challenge of public trust as well.
At the moment, more than half of England, including London, is officially in drought. With Temporary Use Bans (TUBs), now in place across seven water companies, the sector faces a live challenge that requires both operational action and clear communication.
This is not just a short-term challenge as well. Droughts have been declared three times in the past five years. The water sector therefore faces a changing climate where resilience, preparedness and public confidence will become increasingly important.
Water companies are not entering this period of scrutiny from a blank slate. Public trust in the sector has already been under pressure, shaped by concerns around customer bills, debt levels, executive pay, the pace of infrastructure investment and sewage discharges. Drought is therefore not an isolated reputational challenge – it is the latest test of an already strained relationship between water companies and the communities they serve.
Trust during periods of change.
With seven water companies now implementing Temporary Use Bans. The impact of drought doesn’t only lie in environment or operations – it directly impacts people’s lives and businesses.
Acknowledging the impact and explaining it in a clear way will be crucial for securing any kind of support. This reflects a theme we’ve heard repeatedly in conversations across the sector: operational resilience and public trust are becoming increasingly intertwined.
Even the strongest operational response can be undermined if people don’t understand the decisions being made or feel excluded from the conversation – underlining just how critical clear comms with customers are.
What organisations should focus on
1. Communicate early and clearly
The operational plans for drought are already there, but need to be communicated before Temporary Use Bans are put into place. In workshops and discussions with communication professionals across the sector, we hear one consistent message: waiting until restrictions are introduced is already too late. The organisations that build confidence are those that communicate before difficult decisions become necessary.
2. Be transparent about trade-offs
Explaining not only what decisions are being made, but why, is fundamental to good communications. Being transparent about the balance between protecting water supplies, investing in long-term resilience and supporting customers helps build understanding – even when difficult decisions may be unpopular.
3. Create an understanding, not simply raise awareness
Helping people grasp the challenges facing the sector, and the role they as customers can play through everyday behaviours (such as Ofwat’s Water Efficiency Campaign – Let’s Save Water Campaign.) is important. Customers need to be equipped with the means to tackle the problem – simply being made aware is not enough. Practical toolkits, guidance and supporting community champions should be among the options to hand.
4. Be prepared for any situation
Having a communication strategy ready before challenges arise. Proactive planning, clear messaging and established engagement channels enable organisations to respond quickly, mitigating any risk of misinformation amongst communities and other stakeholders.
As drought becomes a more consistent feature of the UK’s climate, communications will become an important part of our resilience. The organisations that invest in engagement in a timely way will be better placed to navigate future challenges and maintain public confidence.
Get in touch to see how we can support you to strengthen communication and build stakeholder confidence.