Younger generations in England and Wales use more water than older adults, either by taking longer showers or using the washing machine for smaller loads. A survey by the Let's Save Water campaign, which encourages people to reduce their daily water use, found millennials were most likely to take baths instead of showers (26%) and rinse dishes before putting them in the dishwasher (30%).
Gen Z and Baby Boomer habits
The poll of 2,000 adults in England and Wales also found Gen Z were most likely to take showers longer than 10 minutes (44%) and use the washing machine for very small loads (24%). But 45% of Baby Boomers still report letting the tap run while waiting for water to get hot or cold, making them more likely to do so than adults under 29 (37%).
Environmental behaviour psychologist Ian Walker said: “People underestimate just how much water is used through everyday habits, but the good news is that small changes can make a real difference.”
Simple changes and awareness gap
The study found turning the tap off while brushing their teeth (43%) and waiting until the washing machine is full before running it (37%) were among the simple changes respondents would be willing to make. But 44% think taking a two-minute shorter shower and using a washing-up bowl instead of leaving the tap running (41%) were among the water-saving habits that could make the biggest difference.
According to the campaign, saving 28 litres (about a kitchen sink full) in England or 38 litres (3 buckets) in Wales per person, per day will ensure there's enough water for generations to come - something 97% of respondents didn't know.
Personal responsibility and impact
Separate research of 3,330 adults in England and Wales found 66% of those in England feel a personal responsibility to help reduce water consumption - while only 33% of those in Wales feel the same.
A spokesperson for Let's Save Water added: “It's encouraging that most people already want to do their bit to save water. The reality is that we all use water differently, which means we all have opportunities to make a difference.”
“Small changes at home can add up to a significant impact when millions of people make them together.”
