The 2025 Waterwise Conference ‘No Time To Waste’, held online in March, brought together over 300 leaders, policymakers, and innovators to tackle one of the UK’s most pressing challenges – growing water scarcity. Kindly sponsored by Artesia, over four action-packed days, 67 speakers delved into everything from demand management to the latest breakthroughs in water-saving technology, all while emphasising the importance of collaboration for a sustainable future.
Nicci Russell, CEO of Waterwise, kicked things off with a powerful speech, reflecting on the organisation’s 20-year journey, and urging urgent action to address the looming UK water crisis, and current water scarcity trajectory. She called for greater collaboration across all sectors to make water efficiency a mainstream part of our daily lives. Helen Wakeham from the Environment Agency echoed this, stressing that businesses must integrate water efficiency into their sustainability strategies to tackle water shortages head-on.
Emma Hardy MP, Minister for Water and Floods covering England, shared the government’s commitment to reducing household water consumption to 122 litres per person per day by 2038. Her confirmation of mandatory water efficiency labelling this year, support for the rollout of smart meters, and call for the need for cross-sector collaboration sparked optimism for the future, with the 2050 pinch point year in mind. It was great too to hear the Minister say that she’s “looking forward to working with Waterwise and Northumbrian Water to promote the Ofwat Innovation Fund Water Literacy programme on our Broader government estate”.
Scottish Minister Gillian Martin MSP also addressed the growing water scarcity issues in Scotland, despite its rainy reputation. She emphasised the importance of targeted public education and stronger policy action to manage Scotland’s water resources effectively. And she said “there will be times that consumers will want approximately 240 million litres a day, and there will only be a fifth of the total amount to be supplied each day. And I genuinely don’t think that people out there in Scotland realise that.”
Jordan Wylde, Waterwise Board Observer, brought a thought-provoking perspective to the conversation. She stressed the vital role of equity, diversity, and inclusion (EDI) in driving innovative solutions, saying, “If we’re truly committed to finding innovative, creative, and sustainable solutions, then diversity must be seen as our greatest asset – diversity of thought and diversity of lived experience.”
This was echoed by fellow Waterwise Board Member, Mumin Islam, who shared insights on embedding equity and diversity in water management solutions. Dr. Payam Malek of WSP advocated for an holistic approach, integrating water and energy efficiency into regulations and product labelling.
And we heard from Mete Coban MBE, London’s Deputy Mayor for Environment and Energy, on his drive and personal ambition to improve water efficiency in London and beyond, highlighting the importance of engaging with diverse voices.
The second day of the conference focused on fostering a water-saving culture. Tim Smedley, author of The Last Drop, highlighted the urgency of educating the public about the water crisis, calling for a mix of infrastructure investment and nature-based strategies. Professor Alison Browne, from the University of Manchester, reminded attendees that collective responsibility is key – solving the water crisis requires more than individual action; it requires a shared vision and approach to sustainability.
A panel of experts explored the power of regaining trust and community collaboration in promoting water efficiency. The day also saw inspiring examples from businesses like Suntory and Severn Trent, demonstrating that water stewardship is not just good for the planet, but it’s also a smart business move. Stephen Sheridan of Business Stream explained that most businesses in the UK use between 10-30% more water than they really need to, yet water efficiency remains low on the priority list.
We also heard a completely refreshing perspective from Dr. Catherine Kelly, author of Blue Spaces, who highlighted the well-being benefits of connecting with water, and our individual responsibility to protect and care for water sources.
Day Three tackled the critical challenge of balancing growth with sustainable water use. Daniel Johns from Water Resources East discussed how the east of England is facing an uneven distribution of pressure on water resources and presented a regional plan that focuses on demand reduction and innovative solutions, like nature-based aquifer recharge.
Bertie Wnek from Public First painted a stark picture of the economic costs of water scarcity, estimating a £5 billion annual loss if water shortages continue to hinder housing growth. Meanwhile, Dr. Tom Dollard of Pollard Thomas Edwards, introduced a new design guide for water-efficient housing, highlighting the need for sustainable practices in urban development.
Professor Anusha Shah – Senior Director, Resilient Cities at Arcadis presented the 50-litre homes challenge, showcasing how integrated approaches to water and energy use could foster behaviour change. Andy Hutt from Thakeham Homes shared how his company is implementing a circular water economy in their developments, with a focus on water re-use and sustainability.
The day’s discussions also centred around the growing demand for water from AI and data centres, where experts including Affinity Water called for better data transparency and integrated water management strategies to ensure we can meet future demands without compromising sustainability. The potential for dual-pipe systems in new builds was also highlighted as an opportunity not to be missed.
The final day of the conference was all about innovative water-saving solutions, and what we can all do to play a part, particularly around rainwater harvesting and re-use. Keynote speakers Hannah Burgess and Peter Rook from CIWEM called for the rapid adoption of water-smart housing and nature-based solutions like Sustainable Drainage Systems (SUDS).
A lively panel discussion, led by Planet Possible Podcast host and Director of Blue & Green Consulting, Niki Roach, explored the barriers to rainwater adoption, including regulatory uncertainty and high costs. Experts including Nick Adjei, Deputy Chief Inspector at DWI, and Lorna Devenish, Postdoctoral Research Fellow at the University of Exeter, as well as Anglian Water, stressed the need for clearer strategies and greater community engagement. Case studies that were shared included Hull’s rainwater re-use project and Fillongley Cricket Club’s success in reducing water consumption by 25% through installing a rainwater tank and implementing smart plumbing systems.
Dr. Sarah Bunney, Co-Founder and CEO of Our Rainwater, highlighted the growing frequency of extreme rainfall events with climate change leading to drier summers and more frequent droughts, and the need for a multi-faceted approach to water management, combining technology, community engagement, and policy shifts, and a cultural shift away from the ‘fit and forget’ mentality regarding water-saving systems.
Recycling greywater (water from baths, showers, sinks and appliances such as washing machines and dishwashers) was also a key topic of discussion, with presentations on new products already in use such as the Orbital Shower System, which filters and re-circulates shower-water instantly.
Matt Hull from Stormsaver showcased exciting shifts in AI-powered systems that optimise water efficiency, highlighting the growing role of smart technology in water management, and with the UK’s government planning to build 1.5 million new homes in the next five years, the opportunity to incorporate water-reuse systems into new builds is now.
As the conference drew to a close, Nicci Russell reflected on the successful collaboration between Waterwise and the public and private sectors and the shared commitment to tackling the UK’s water deficit. The event made it clear: the time to act is now. From innovative technologies to policy shifts, there’s no shortage of solutions to secure a water-smart future, if we work together to make a difference, ensuring a sustainable, UK water-efficient future for all.
To get involved in the change, consider applying for the Waterwise Checkmark. This award recognises organisations and community groups, across all sectors, that demonstrate a commitment to water efficiency, including measures like awareness campaigns and implementing water-saving devices – empowering businesses, beyond just water companies, to take the lead. By earning the Waterwise Checkmark, your business or group can showcase its dedication to sustainability, reduce water waste, and align with broader environmental goals.
Discover what you can do to be part of the change, with Waterwise.
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– By Carla Faulkner, Waterwise
