Copper Consultancy and the Future Water Association has launched its first report – Building a societal license: Creating a new conversation: public attitudes to the UK water sector.
Download a copy of the report Building-a-societal-licence-report.pdf (55 downloads )
This new report explores what the public really think of the water sector. The report has highlighted how low public knowledge of the water sector has allowed misconceptions to take root and trust to be eroded.
Over the last few years, how we operate and improve the way we run our water network in the UK has risen up the political, media and societal agenda.
The breadth of scrutiny across a multitude of issues has led to attention on many parts of the industry. This has focused on sewage, water quality, ownership, water bills and executive pay to name a few.
This report makes a series of recommendations to the industry – to take ownership of the sector’s narrative, build understanding of the water sector via consistent and clear communications, and become more proactive in explaining the societal benefits of investment in to the sector.
To find out more information about the report, please contact jimmy.coles@copperconsultancy.com
SUMMARY FINDINGS
The report seeks to identify how the water sector can build a better relationship with the public. The research points to a five key findings:
- The ingredients are there for change – there are myths to and nuances to address
- Perception has overtaken reality – knowledge is at a low level which means rumours easily fill vacuums; this can be reversed
- The value of water is not understood – knowledge of how much water we consume and therefore what it costs per litre is unknown. We need to establish the value of water in the public consciousness
- Support is there – the public backs AMP8 infrastructure delivery, but we need to work hard to cultivate and harness it
- Challenge the narrative – we need to take control of our sector’s story and communicate the reality with audiences
RECOMMENDATIONS
Our research and report seeks to understand what the challenges and opportunities are when talking to the public about the water sector. We have developed a series of recommendations to help support the sector in building an improved relationship with the public.
- Narrative: Own the narrative and accept criticisms is part and parcel; don’t let it set us off course. We need a national narrative to build an understanding of the value of water.
- Industry: We need to explain the industrial strategy opportunities in the water sector – employment, R&D, supply chain, talent attraction and societal outcomes.
- Proactivity: Do not assume anyone finds good news proactively; we need to tell our own story through multiple relevant channels in a way our audiences consumer information.
- Consistency: Negative news will likely dominate. Good news needs to be clear and consistent; we have an opportunity where we can communicate using our own channels and to reach audiences.
- Knowledge: Public knowledge is low – the responsibility to educate and raise awareness sits with industry and government; we cannot blame the public for not being informed.
- Delivery: Excellent operational delivery improves trust, but only has maximum impact if communicated strategically.
- Credibility: Without a concerted drive to improve public trust and deliver on promises, credibility will deteriorate or remain the same. Without credibility, we will struggle to deliver AMP8 business plans to their potential. We need public buy in to ensure AMP8 not only delivers an improved network, but also offer social value.
ABOUT THE FUTURE WATER REPUTATION STEERING GROUP
Copper and Future Water Association have created the Reputation Steering Group which will share insight, best practice and recommendations to the sector on how we can improve public trust.
There is no silver bullet, and we know water companies have to respond to issues as they arise – especially operational incidents. But the sector also lacks a compelling national story to build understanding of the water industry’s work.
This landscape means the positive work the sector and its supply chain do every day is struggling to cut through.
The sector risks perceptions being accepted by society as a reality and increasing the challenges to delivery.
The industry’s reputation could act as a barrier to attracting the best talent needed to deliver AMP8.
We need to have a meaningful and honest conversation about the fundamentals – how we are delivering the infrastructure and explain its importance to the public.
This group is part of the water sector, bringing together expertise from water companies, trade bodies, the supply chain and academia with a view to driving the honest conversation across the sector – informed by insight and data.
If you are interested in finding out more about the Reputation Steering Group and its work – or if you are interested in joining as a member – please contact Info@copperconsultancy.com