CEO Blog - Shaping the Narrative: How the Water Sector Can Build Trust and Highlight Its Vital Role in Society

As CEO of the Future Water Association, I am proud to share the findings from our latest report, produced in collaboration with Copper Consultancy.

The objective of this report is to foster an open, honest conversation about the water sector’s role and its societal contributions. It stresses the importance of the industry taking control of its own narrative and consistently communicating the positive impact of its work.

Key recommendations include:

Owning the narrative – The water sector must lead the conversation about its value, rather than letting external voices define it.

Promoting its role in the economy – By highlighting its contributions to jobs, research, and industrial strategy, the sector can position itself as critical to the UK's economy.

Proactive storytelling – The industry needs to actively communicate its successes across multiple platforms, ensuring the public understands its importance.

Consistency in messaging – Negative news often dominates, but the sector must continually promote its positive developments.

Developing greater public engagement – The water industry must take a more active role in closing the knowledge gap by fostering greater public engagement. By engaging with the public through more accessible and relatable channels, the sector can create a deeper understanding of its work, encouraging people to appreciate the vital role water plays in their daily lives and the broader economy

Delivering excellence – Operational improvements must be communicated effectively to build public trust.

Rebuilding credibility – A concerted effort is needed to regain public trust, which is essential for the sector to deliver its future goals.

The Reputation Steering Group, led by the Future Water Association, aims to drive these conversations, ensuring that insight and data inform the sector’s approach. The report emphasizes the need for clear, consistent communication.