Episode #10
S2 E10: Trust, Innovation and Demand Reduction
This episode brings together a diverse lineup of guests representing a water company, regulator, campaign groups, and the charity sector to explore how reducing household water usage to meet regulatory targets can be achieved through a combination of cross-sector collaboration, radical innovation, behavioural science, and trusted messaging. Guests: Tim Wagstaff – Water Efficiency & Innovation Lead, Ofwat. Outlines the £100m Innovation Fund, the £25m Water Efficiency Lab, customer accountability, and commercial workplace initiatives. Rachel Dyson – Project Manager, Waterwise. Introduces the £3m 50 Litre Home Project (co-led with Northumbrian Water, Procter & Gamble, and global manufacturers). Dr Nicholas Cryer – Senior Scientist in Horticultural Water Management, Royal Horticultural Society (RHS). Discusses smart meter data, sensor technology, and behavioural strategies to transition UK gardens toward water neutrality. Sarah Castelvecchi – Consumption Lead, Anglian Water. Explores utility demand-reduction strategies, leakage eradication, and rebuilding consumer trust from the ground up. Jane Ballard – Weir the Agency. Explores creative campaign execution, targeted behavioural messaging, and high-impact communication strategies. Key discussion points Public trust: Why water utilities cannot achieve ambitious reduction demand goals without restoring consumer confidence and utilising neutral, cross-sector messengers Innovation: How the £100m Ofwat Innovation Fund and the Water Efficiency Lab are financing cross-sector pilots, behavioural nudges, and customer-centric campaigns Efficiency: Shifting household efficiency away from personal sacrifice toward low-flow smart technology, automated appliances, and default home design. Demand management: Leveraging smart meters, flow sensors, and behavioural science Commercial: Tackling non-household consumption and workplace water behaviours.
