Social Science in Water Efficiency Engagement

Water resources across the UK are under increasing pressure, driving the industry toward an ambitious target of reducing per capita consumption (PCC) to 110 litres per person per day by 2050. While home visit retrofit programmes have delivered measurable technical savings, evidence shows that, in some situations, sustaining behavioural change remains a challenge. This highlights the risk of a skills gap in applying behavioural science and environmental psychology to influence long-term water use habits.

To tackle this, the Social Science in Water Efficiency Engagement (SWEE) project, funded by the Water Efficiency Collaborative Fund and delivered by Glasgow Caledonian University (GCU) and Artesia Consulting, aimed to:

• Identify behavioural engagement skill gaps among home visitors
• Develop a practical, evidence-based toolkit to support effective household engagement.

The project combined literature review, stakeholder input, and a survey of 44 home visitors. Findings show reliance on basic tactics (knowledge transfer, financial framing) but rare use of advanced techniques (nudging, priming, emotional appeals, social norming). Barriers include behavioural inertia, mistrust of water companies, and difficulty tailoring advice.

In response, the SWEE project developed a non-technical, visually engaging toolkit for plumbers, technicians, and advisors. It introduced Behavioural Influence Tactics, practical examples, and scenario-based guidance to build rapport, tailor advice, and motivate lasting change. Stakeholder testing confirmed its value and suggested refinements such as clearer navigation, quick-reference materials, and real-world scenarios.

Embedding behavioural science into water efficiency delivery is essential to meet national demand reduction targets. By equipping home visitors with the right skills and tools, the SWEE project lays the foundation for unlocking the full potential of demand management and securing a resilient water future.

The SWEE project has produced two key resources:

The first is the Project Report, which sets out the full research approach, methodology, and insights that informed the development of the toolkit, including detailed findings from the home visitor survey and stakeholder engagement. The second is Mastering Water Efficiency: A Home Visit Guide to Behaviour Change, a practical, visually engaging toolkit designed for plumbers, technicians and advisors to use during or between home visits. 

You can read and download the full project report and the toolkit below. We encourage you to share and use these resources to support more effective behavioural engagement across your programmes.

SWEE Project Report:

SWEE Toolkit: