Water scarcity isn’t a distant problem—it’s happening here, now. With the UK projected to face a daily water deficit of over 4,000 megalitres by 2050, our rivers, wetlands, and groundwater sources are under increasing strain. Yet, despite climate change warnings and growing pressure on supply, Per Capita Consumption (PCC) remains stubbornly high.
Water efficiency has long been seen as a matter of personal responsibility—shorter showers, turning off taps, fixing leaks. But while consumer behaviour plays a role, history tells us it’s not enough to achieve the reductions we need. If we’re serious about protecting our water resources, we need systemic change—and that means building water-efficient homes as standard.
The Role of the Built Environment
Every new home we build today is a home that will stand for decades. The way we design and fit those homes will determine their environmental footprint—not just in terms of energy and emissions, but also in water use. Recognising this, Ofwat has introduced ambitious PCC reduction targets in PR24, pushing water companies to drive down consumption through a mix of incentives and regulation.
Under the Common Environmental Incentive, property developers can now receive a £172 rebate per property for incorporating basic water-saving measures such as low-flow taps and dual-flush toilets. But some forward-thinking water companies are already going further.
United Utilities Leading the Way
One of the most exciting developments comes from United Utilities, who are offering an additional £100 per home for installing whole-site flow regulators, such as Groundbreaker’s NRv2 LoFlo®. These simple yet effective devices reduce household water use by around 12%, without affecting static water pressure or requiring any behavioural changes from homeowners.
This is a major step forward. By embedding efficiency into the very infrastructure of a home, we move beyond reliance on consumer habits and towards a built-in, lasting solution.
A Call to Action
United Utilities have set a powerful precedent, but they shouldn’t be the only ones. Other water companies have the opportunity—and responsibility—to follow suit, expanding incentives and driving PCC reductions across their regions.
With the dual benefits of protecting our environment and offering financial incentives for developers, this is a rare case where doing the right thing makes business sense too.
The question now is: Who’s next?