A recent survey by the Consumer Council for Water has revealed a critical truth: fewer than half of business customers in England and Wales are taking meaningful action to save water. Just 43% are actively engaging in water-saving initiatives. This startling figure from the Testing the Water survey, last published in November 2024, highlights a widening engagement gap – one that urgently needs closing.
At Advizzo, we believe businesses deserve better support, smarter tools and clearer insight to take control of their water usage. Because when they do, everyone benefits.
What the survey reveals
The Testing the Water survey, conducted every two years, tracks business customers’ views on water, sewerage and retail services. It’s been doing so since before the non-household retail market opened in April 2017. The latest insights show that:
- Just 43% of businesses are taking steps to save water.
- Yet 35% want to learn how to reduce their water use.
- Among large organisations, that number jumps to nearly 60%.
It’s clear there’s interest, but there’s also a disconnect between desire and action. The Consumer Council for Water is calling for water companies and retailers to collaborate more effectively to bridge this gap. So are we.
Why UK businesses must act now
1. Water resilience matters
Every business relies on water – from supply chains to staff wellbeing. The cost of a water outage in London alone could exceed £300 million per day. Nationally, we face a projected shortfall of over 3.5 billion litres per day by 2050. Businesses use around 30% of the UK’s water, so their contribution to resilience is vital.
2. Water has a carbon footprint
Using less water means fewer emissions – from treatment, pumping, and especially heating. Reducing water use is one of the quickest, most cost-effective ways to cut a business’s carbon footprint. A 20% cut in water use across UK homes and businesses could reduce national emissions by 1%.
3. Protecting local environments
Over 40% of the biggest water-using businesses are located in water-stressed river catchments. Every litre saved helps protect rivers and aquifers – essential ecosystems for people and planet.
4. Real cost savings
Using less water saves money – both directly on water bills and indirectly through lower energy usage. Case in point:
- Glasgow City Council is saving £54,000 per year after reviewing water use in just two schools.
- University of Salford is saving over £100,000 annually.1
5. Demonstrating Corporate Social Responsibility
Water efficiency aligns directly with UN Sustainable Development Goal 6.4: “Substantially increase water-use efficiency across all sectors by 2030.” It’s a tangible way for businesses to walk the talk on sustainability. You can read more about this in our blog Supporting the UN’s Sustainable Development Goals.
Why engagement is essential for water companies
Business customers aren’t just big users – they’re big levers for change. Here’s why deeper engagement with them is critical:
- High impact on demand – A small drop in business water use delivers major supply savings.
- Regulatory pressure – Ofwat’s PR24 framework demands measurable reductions, including from non-household customers.
- Leak detection – Large, complex premises are more prone to unnoticed leaks. Active monitoring helps. You can read more about this in our blog How Advizzo can Help UK Businesses Pull the Plug on Water Leaks.
- Future-proofing – Engaging businesses now supports long-term supply resilience and delays costly infrastructure upgrades.
How Advizzo makes water savings easier
At Advizzo, we’re helping water companies and their business customers bridge the engagement gap with a powerful combination of technology and insight. Our SaaS solution offers tailored dashboards and actionable insights for business customers, helping them identify water-saving opportunities, including detecting leaks and tracking their progress. By providing clear, data-driven recommendations, businesses can reduce their water consumption and costs, aligning with sustainability goals.
Our SaaS platform combines AI-powered analytics, real-time data insights and user engagement strategies to empower businesses to reduce their consumption and help detect and fix leaks. Here’s how:
Custom reporting and dashboards – We provide intuitive dashboards and detailed reports, offering businesses a clear view of their water consumption and leak-related trends. This empowers decision-makers to prioritise repairs and optimise water management strategies.
Driving user engagement – Water management is a team effort. Our SaaS platform equips businesses with actionable recommendations to engage facility managers and teams, fostering a culture of proactive water conservation.
Data-driven leak detection – We leverage data from smart meters, sensors and historical water usage patterns to identify anomalies. An unexpected spike in water use, for instance, could signal a leak. By pinpointing these issues early, businesses can take swift action before leaks escalate into major water losses.
AI-powered analytics – Using advanced machine learning algorithms, we analyse vast datasets to uncover subtle trends that may go unnoticed. This includes detecting low-flow leaks that persist over time, potentially saving businesses thousands of litres of water and significant costs, each month.
Behavioural insights – We don’t just track water usage; we contextualise it. By combining consumption data with behavioural patterns, businesses gain insights into how water is used throughout their operations, helping identify inefficiencies and potential leak sources.
Proactive alerts – Time is of the essence when it comes to leaks. Our automated alert system notifies businesses of abnormal water usage in real time, enabling rapid response and minimising waste.
Let’s close the gap – together
UK businesses want to save water. The challenge is turning that interest into impact. With Advizzo’s smart solutions and user-focused design, water companies can empower their business customers to act, save, and thrive. Get in touch today to find out more about our SaaS platform.
Source Ref
1 British Safety Council – https://www.britsafe.org/safety-management/2021/why-businesses-should-save-water
Suggested further reading:
Blog: Deluge and drought – How Advizzo Can Help Water Suppliers Prepare Customers for Water Shortages
Blog: Supporting the UK government’s water reduction measures