The results from our 19-month project, exploring the relationship between water-saving and faith and cultures, have today been published.

Our Water Efficiency in Faith and Diverse Communities Project (WEFDC), funded by Ofwat’s Innovation Fund, set out to enhance our understanding of how water is used and valued in different faiths and cultures and how water companies can effectively engage and support these communities to reduce their water consumption in practical and sensitive ways.

The goal was to develop a framework that embeds all the lessons learnt from the project into a practical toolkit for water companies and the wider sector to embrace, adapt and explore further in similar communities across the UK to improve water efficiency engagement.

What did the report reveal?

The report has revealed that there is a general lack of trust and scepticism towards the motives of water companies, emphasising the need for greater care when focusing on ingrained traditional practices often passed down by generations.

Insights also revealed that a collaborative approach was essential for water sustainability initiatives, and actively listening to communities was key to building trust over time.

What was the reason behind the project? 

The UK water sector faces a significant challenge in making sure there is enough water available in the future. Reducing water consumption through effective engagement and behaviour change plays a critical role in addressing the challenge of the supply and demand shortfall predicted by 2050.

The UK is one of the most ethnically diverse countries in the world, with two cities in the Midlands recently labelled as “super diverse” in the 2021 Census. 
Current water-saving support measures offered by water companies in the UK do not fully recognise how faith and diverse communities value and use water.

For many religions and beliefs, water plays a leading role in daily rituals and practices, and different cultures relate to water in a variety of ways. 

How was the project delivered? 

Delivered by South Staffs Water and Cambridge Water both part of Group South Staffordshire Plc), we collaborated with other water companies, faith groups, academics and behaviour change specialists to co-create and shape bespoke water-saving behaviour change campaigns linked to faith and culture. 

Over spring and summer 2024, two bespoke water-saving behaviour change campaigns were delivered in areas deemed to have the largest water-saving opportunity linked to faith and culture.

The first campaign related to faith (in the Muslim community in Cambridge) and the second campaign related to culture (cooking practices in South East Asian communities across the West Midlands).

• Take a look at Reviving the Sunnah – making wudu the prophetic way
• Learn more about saving water in South Asian communities

Mumin Islam, Head of Innovation, and lead for the Water Efficiency in Faith Diverse Communities Project commented: "Over the last year, we have gained some valuable insights from our customers in our diverse faith communities about the work we need to do to promote the importance of saving water and how we can better engage everyone in safeguarding our water resources for future generations. 

"A key learning for me is recognising the incredible diversity within our communities and cultural sensitivities. It is so important that we as a sector listen, learn and make meaningful connections so that we can build trust with all of our customers.

"Thank you to Ofwat, whose funding through the Innovation Fund – Water Breakthrough Challenge made this project possible, supporting crucial research, engagement and the development of practical solutions to enhance water efficiency."

Read the full report

Waterwise, the UK’s leading independent voice on water efficiency and a partner for the project, has helped us to create a toolkit to support water professionals in designing and delivering effective water conservation campaigns.

Download the toolkit