Government and Ofwat pushing ahead with water efficiency

It has been just over six months since the Waterwise Water Efficiency Strategy for the UK was launched. The strategy was developed in consultation with the water sector - including Waterwise supporters and the Water UK-supported steering group. It sets out a blueprint to deliver a vision of a UK in which all people, homes and businesses are water-efficient, and where water is used wisely, every day, everywhere.

The Waterwise Leadership Group on Water Efficiency and Customer Participation has also been working to bring together senior UK water industry leaders in a more ambitious approach to wasting less water - using this to drive a more customer-led culture.

This blog post outlines some recent areas where Government and regulators are pushing ahead on water efficiency and how we plan to work with them and industry going forward.

25 Year Environment Plan

The Government's 25 year environment plan was launched on 11 January 2018 and outlines how the government wishes to see water use fall through water companies taking "bold action to reduce water demands, both now and in the future".

The key actions outlined (for England) are:

• Working with the industry and the group led by the NGO Waterwise to improve water efficiency and customer involvement to explore the impact of introducing new water efficiency measures.
• Taking forward measures that will make significant water savings where practical and cost effective to do so.
• We will work with industry to determine appropriate targets for personal water consumption and the measures needed to achieve them.

Ofwat 2019 price review: Final methodology

The final price review methodology was published by Ofwat on 13 December 2017. Waterwise responded to the consultation on the draft methodology and it was great to see that the final methodology better reflected Defra’s expectation that Ofwat “promote ambitious action to reduce leakage and per capita consumption” - and indeed Ofwat’s own stated ambition in this area.

There are several key areas of the price review methodology that can help further water efficiency for sustainable water supplies in PR19. Per capita consumption remains a common performance commitment. Although there are some issues with the consistency of reporting and definitions around PCC this indicator should help drive investment and support within water companies for water efficiency.

The PR19 methodology outlines that Ofwat:

• expect to see companies propose more ambitious reductions relative to previous years and to support their proposals using the approaches to setting performance commitments; and,
• companies should challenge themselves against the levels and reductions achieved by other water companies, including in other countries.

The methodology also sets out “Companies should consider whether, and how, resilience risks could be best managed across company boundaries, at a regional level, or even national level. For example, through public campaigns to promote water conservation and lower per capita consumption”. 

What's next in 2018 for Waterwise

Waterwise held a joint workshop with the Water Efficiency Strategy Steering Group and the Water Efficiency and Customer Participation Leadership Group on 17 Jan. This supported key areas of work in 2018 including:

• Reviewing and responding to draft Water Resources Management Plans - we encourage all stakeholders to comment on water efficiency options in their water company’s plan
• An independent review and cost benefit analysis of water labelling - this should be a key measure to help the industry and customers choose to save water
• Water efficiency and customer participation leadership group - continue the discussion and knowledge sharing as well as top-down support for water efficiency within water companies
• Working with water companies on training and internal cultural change to enable water efficiency options, which involve behaviour changes and some uncertainties that are different from the traditional approaches most companies are used to
• Sharing knowledge and best practice to support PR19 business plans on ambitious water efficiency measures and challenging water use by water companies by comparing this within the UK and in other countries
• Working with government and the industry to develop government measures and actions to underpin water efficiency ambition, as well as industry ones

To find out more register to attend the Waterwise Annual Conference on 6 March 2018 in London.

Water Efficiency Strategy for the UK: delivering changes in Scotland

[Originally Posted on the Waterwise Website http://www.waterwise.org.uk/pages/water-efficiency-strategy-for-the-uk-delivering-changes-in-scotland.html]

A strategic approach to delivering more ambitious water efficiency is needed to help ensure enough water for people, the economy and the environment, now and in the future.
                                     

UK expert body Waterwise has launched its Water Efficiency Strategy for the UK. The strategy sets out an ambitious blueprint for a water-efficient UK - where water is used wisely, every day, everywhere, and this helps to tackle the very real challenges of climate change and environmental degradation we face now and in the future.

Waterwise is the leading UK authority on water efficiency and well-known in the sector for driving ambitious actions and innovative thinking on water efficiency. The strategy will help all of us aim high on water efficiency.

Pressures on water resources in Scotland

It may seem like it always rains in Scotland, however it does not always fall where it is needed. Scottish Water only has access to 1% of all the rain that falls in Scotland and many raw water sources are small, meaning that levels in reservoirs, lochs and rivers can drop quickly during dry weather.

The last time that Scotland experienced a national drought was in 1984, although some areas of Scotland have experienced severe dry weather periods in recent years, including the Tayside Region in 2003, as well as drier than average conditions in 2010 in Dumfries and Galloway, the Western Isles and Skye in 2012 and Fife in 2013. So, drought impacts can be experienced in Scotland.

There are increasing pressures on water resources from climate change, population growth and the need to protect the environment and Water Efficiency has an important part to play in protecting this valuable resource.

In Scotland, domestic water use is unmetered and accounts for 892 Ml/d or 150 litres per person per day (2016-17) compared with an average unmeasured consumption in England and Wales of 160 litres per person per day (Discover Water, 2017). Consumption has remained fairly constant since 2008/09 with a declining trend in non-domestic water use and leakage resulting in lower distribution input.  In 2016-17 non-domestic water use was 404 Ml/d.

Affordability is also a major concern - with both water and fuel poverty issues across Scotland. One in five Scottish consumers is in debt for their water and sewerage services (Citizens Advice Scotland, 2015). In 2014 the estimated rate of fuel poverty remained similar to the previous year: 34.9% or around 845,000 households were fuel poor (Scottish Government, 2016).

Actions by Scottish Water on Water Efficiency

In response, Scottish Water are piloting a range of innovative approaches to delivering water efficiency. The Water Efficiency Plan 2011-2015 set out three key areas around engaging with customers, improving assets and working with stakeholders.

Current projects being undertaken by Scottish Water include:

●      Providing water efficiency advice and gadgets as part of a number of the Scottish Government’s Home Energy Scotland (HES) schemes managed by the Energy Saving Trust (EST).  Pilots include combined energy/ water as well as water led campaigns and opportunistic referrals from the HES advice centres across the country.

●      Water efficiency retrofit as part of the Warmer Homes Scotland fuel poverty scheme delivered by Warmworks - 84 households to date

●      Waterwise have trained 25 EST and Warmworks staff on water efficiency advice and retrofit to support this project.

●      Galashiels whole town water efficiency engagement programme – 1,000 households

●      DAIAD Trial - Waterwise are working with Scottish Water and Warmworks to trial 10 amphiro smart shower monitors with households as part of combined water and energy efficiency home visits

●      These pilots will form the strategy going forward to deliver 49,000 water efficiency packs by 2021

“Scottish water have delivered 84 combined water and energy efficiency retrofits in since Jan 2017”

Key actions from Waterwise’s Water Efficiency Strategy for the UK to deliver in Scotland

Waterwise’s Water Efficiency Strategy for the UK sets out a series of actions that will improve evidence and increase the ambition and delivery of water efficiency in Scotland - benefitting people, the economy and the environment.


Specific actions for Scotland include:

●      Review joint water and energy efficiency programmes in Scotland

●      Review water efficiency in social housing standards and guidance in Scotland

●      Undertake a water efficiency rebate trial linked to the water label


Between 2006 and 2011 Waterwise hosted the Saving Water in Scotland Network, which was successful in bringing together politicians, water company representatives and other stakeholders on water efficiency. This network could be revived to help deliver actions from the Water Efficiency Strategy and promote water efficiency in Scotland.
     

It’s down to all of us to take action to drive more water efficiency - governments, regulators, water companies, manufacturers, businesses, workplaces, and all of us in our homes and gardens. It’s totally doable if we work together - and that’s what we’re going to do. We’re aiming high in water efficiency, together.
                                                   

The Water Efficiency Strategy for the UK is a great opportunity to deliver more ambitious water efficiency in partnership - building on work to date. Waterwise look forward to working more closely with Scottish Water, SEPA, WICS and the Scottish Government to deliver actions from the strategy.

Water Efficiency in Retail Competition - experience so far

We have had retail competition for water in England since April 2017. I attended an All Party Parliamentary Water Group meeting on 5 September at the House of Commons, which included discussions on the experience so far and what the future holds from the perspective of customers, retailers, wholesalers, and regulators. This was a great format with 5 minute presentations and opportunities for questions and discussions around it and it has been one of the best events I've attended covering retail competition for water.

Water efficiency was also raised as important across all perspectives, however the challenges of the price of water compared with electricity and gas as well as perceptions of water efficiency services remain. Angela Smith raised the question of how retailers are considering sustainability and the environment within service provision. Several speakers commented that many water efficiency and leakage services have been available in the sector from water companies or consultancies, however retail competition provides the platform the market and raise awareness of these.

In this blog post I outline the discussions and implications for water efficiency.

Speakers at the meeting - photo from APPWG Twitter

What is retail competition?

Through retail competition for water, nonhousehold customers are free to change from their existing monopoly water company to another water supplier – now the case in Scotland and England. This is really about the “customer-facing” services including billing customers, handling payments, reading meters, and taking calls from customers about network related issues. It does not include water resources management, water and sewerage treatment, or management of water or sewerage networks. These are referred to as upstream or wholesale services.

Customer's Perspective

Large customers - The experience of large customers was presented by Karma Loveday from the Major Energy Users Council. They have undertaken a survey three months after market opening, which identified there had been many early movers and that 1/4 had switched or were in the process, with the main reason being the ability to rationalise accounts for multi-site organisations. However, those who said they weren't switching didn't believe the risk impact or the savings outweighed the effort (an example was given of an organisation with a £1m water bill being quoted a £5k saving). Although switching was working, there have been reports of issues with data quality.

Although bill rationalisation was the major reason for changing, how many stated changes to service provision as a factor?

SMEs - The perspective of Small and Medium Enterprises was covered by Paul Horton from the Future Water Association. This included the need for innovation in service provision and a focus on customer service from the supply chain perspective. Ofwat stated that they see the importance of providing services to SMEs and are currently setting up an SME panel.

The experience of SMEs and risk of lack of engagement was brought up at a Waterwise workshop in January 2017. CCWater have recently published results of survey including 500 micro, small and medium-sized businesses from across a wide variety of sectors. Around 43% of businesses are now aware that they can change retailer, however only 26% had a clear understanding that choice only related to retail services, including billing, meter reading and customer service. Over half said they planned to switch or renegotiate contracts, however 39% were unlikely to switch or negotiate a better water deal felt their organisation did not use enough water to save any money.

How can we better engage with SMEs around the benefits of water efficiency for both water and energy bills as well as the benefit of improved resilience for their business to drought?

Retailer's perspective

The retailer perspective was presented by Michael Dugdale from WAVE (Northumbrian Water and Anglian Water Business). They are finding that the market is working in terms of interactions between different actors and have seen over 300 large customers and 3000 SMEs with over £300m in annual water revenues change. There have been some issues with data, 18 different processes for wholesalers, and brand identify loss. Driving water and energy efficiency opportunities has seen over £3m in savings projected for water and energy efficiency and has already saved £250k this year. One element not captured by current reporting is the number of customers who stay with incumbents after negotiation, which is still a sign of a well functioning market.

How can we monitor water and energy efficiency savings from retailers and their customers?

Wholesaler's perspective

Affinity Water's Jo-Ann Lee provided a positive perspective from the Wholesaler, with no deterioration in service. They have seen a 1.7% switch in customers, mainly focussed on combined bulling. Jo-Ann suggested that service level agreements and market codes are improving performance and they are already seeing improved service with quicker operations and better information getting to customers.

Ryan Davies, from Wessex Water, outlined a story slow and steady progress. He discussed the issue of large incidents (flooding and drought) that still need to be handled mainly by the wholesalers due to existing expertise. They are seeing continuous improvement in internal services and view the future as being effortless for customers, value for money, and a greater focus on vulnerable customers.

A question was asked on spillover effects between retail for household and household. Both speakers suggested they had gained efficiencies in operations such as locating stop taps and identifying/ fixing leaks quickly. Whereas operations were bound by rigid timeframes previously, retail competition has been pushing expectations on efficiency of delivery. Wessex Water also said they gained form having non-household and household operations staff working next to each other and sharing best practice.

Regulators' perspective

MOSL, the market operator, was represented by Steve Arthur. Key points include the successful opening of the market, a sound assurance process for retailers and ongoing development of market codes. He suggested is was good that TPIs were engaged and new retailers with different business models were coming into the market. Financially, around £1bn has been paid by retailers to wholesalers so far and around 50,000 switches have been seen to date. Going forward there is a need to improve data and better use technology for engagement and transparency.

The Quarterly report from MOSL provides some further insight to the market so far. The percentage of switching by market profile is summarised below. Based on this data it suggests there has been a relatively large number of switching for lower consumption groups and SMEs.

Consumption profiles and switching April to June 2017

Ofwat's Priya Sinha said they are happy with the market opening and around 10k switches steadily being made each month. Issues identified so far have included a lack of price transparency, which makes it hard for customers to compare retailers, and issues with behaviours of Third Party Intermediaries (TPIs). Different customers need different support, where SMEs don't have the same level of procurement support to deal with retailers. Ofwat are setting up an SME panel to find out more bout their experience. Priya also identified that Ofwat doesn't have powers to address some of the issues coming up and that Government should consider giving them some competition and market authority powers around TPIs as well as the ability to monitor and request information from TPIs.

Where next for water efficiency in retail competition?

The story so far paints a positive image for larger customers and SMEs. However, the questions of how well water efficiency services are being delivered remains open. The benefits of water efficiency have been a success story since retail opening in Scotland, however there is currently no monitoring of this element of retail competition.

Challenges identified in the Water Efficiency Strategy for the UK included:

• Capacity of new retailers to deliver water efficiency services - this is not yet clear, especially with a broad supply chain delivering any services
• Customer awareness of competition and water efficiency services - this appears to be increasing
• Some water companies have outcome delivery incentives from Ofwat linked to non-domestic water efficiency that need to be delivered in this price review period (before 2020). How can this be achieved within the constraints of competition law? 
• Water resources planning and access to data to support forecasting (sharing with the wholesale water company) - how effective has this been to date?
• Bundling water as the cheapest service along with others such as telecoms and energy with higher margins – this would reduce any price signals towards water conservation.

Now is the time to ensure that adequate monitoring is in place to help answer the above questions and in particular ensure that the volumetric benefits of water efficiency services are reliably assessed and reported.

Water Efficiency Strategy for the UK: delivering changes in Wales

This was originally posted on the Waterwise website: http://www.waterwise.org.uk/pages/water-efficiency-strategy-for-the-uk-delivering-changes-in-wales.html

Pressures on water resources in Wales and how companies are addressing these

A strategic approach to delivering more ambitious water efficiency is needed to help ensure enough water for people, the economy and the environment, now and in the future.

UK expert body Waterwise has launched its Water Efficiency Strategy for the UK. The strategy sets out an ambitious blueprint for a water-efficient UK - where water is used wisely, every day, everywhere, and this helps to tackle the very real challenges of climate change and environmental degradation we face now and in the future.

Waterwise is the leading UK authority on water efficiency and well-known in the sector for driving ambitious actions and innovative thinking on water efficiency. The strategy will help all of us aim high on water efficiency.  

It may seem like it rains all the time in Wales, but there are increasing pressures on water resources from climate change, population growth and the need to protect the environment. 

It may seem like it rains all the time in Wales, but there are increasing pressures on water resources from climate change, population growth and the need to protect the environment. Affordability is also a major concern - with both water and fuel poverty issues across Wales.

Research by CCWater in 2016 found that 2/3 of customers in Wales have taken actions on water efficiency, although many reported that they hadn’t received any information to date. The June Wales Water Forum focussed on water efficiency and this blog post outlines current issues and programmes being delivered by water companies, Welsh Government policy, and actions from Waterwise’s Water Efficiency Strategy for the UKthat can be delivered specifically in Wales.

the population will likely increase by 200,000 by 2050 to 3.5 million people

Dwr Cymru Welsh Water (DCWW) is currently consulting on its Water 2050 strategy. It has identified that the population will likely increase by 200,000 by 2050 to 3.5 million people. There are also pressures from an ageing population, changing customer perceptions and service level requirements, and the need to support the Welsh Government carbon reduction target of 80% by 2050 based on 1990 levels. And climate change risk scenarios are uncertain but likely to impact water availability. Around 74,000 customers are struggling to pay their bills. To address these challenges, DCWW has a range of ongoing programmes including:

• Trialling 250 smart meters in the Grangetown area of Cardiff as part of the EU-funded WISDOM project
• Implementing smart metering for 3,130 people in Twyn Aberdyfi
• Delivering welcome packs to customers who’ve chosen to have a meter and to new customers
• School outreach programmes using data loggers to gather water use information and linking with eco-schools programmes
• Household audits and retrofits – aiming to reach 5,000 customers

Severn Trent Water supplies a large portion of Mid Wales and is looking to reduce water use across the company by 25Ml/d by 2020. With a potential deficit in supply of 200Ml/d or around 11% of total demand the company is aiming to be very water-efficient. Programmes to address this deficit include:

• Auditing and retrofitting 12,000 households in the last year
• Aiming to engage with 700,000 customers on issues including water efficiency
• Planning to maintain baseline water efficiency and potentially achieve 50% more from 2019 onwards
• Providing an incentive to developers (100% infrastructure charge discount) who meet the 110l/p/d enhanced planning requirement
• Working with social housing providers - supplying devices to retrofit or providing direct retrofit visits

Dee Valley Water has less direct pressures on water resources but is actively working to reduce water consumption to support resilience and reduce the need for new supplies in future. Current programmes include:

• Implementing “DataTap” - a new app to provide customers with water consumption data as well as messages on how they can reduce it
• Providing water efficiency information to customers linked to fittings and fixtures regulations inspections
• Working with schools in Key Stages 2 and 3 on water efficiency education

Key actions from Waterwise’s Water Efficiency Strategy for the UK to deliver in Wales

The Welsh Government’s Water Strategy for Wales (2015) sets out a range of actions on water efficiency. These include working with the water companies and other interested parties to encourage and incentivise engagement and action on water usage; challenging perceptions; promoting the benefits of water efficiency; and carrying out further investigation into the costs and benefits of metering.

Waterwise’s Water Efficiency Strategy for the UK sets out a series of actions that will improve evidence and increase the ambition and delivery of water efficiency in Wales

Waterwise’s Water Efficiency Strategy for the UK sets out a series of actions that will improve evidence and increase the ambition and delivery of water efficiency in Wales - benefitting people, the economy and the environment. Specific actions for Wales include:

• Reviewing joint water and energy efficiency programme delivery to date
• Developing an improved understanding of customers in Wales and opportunities to change behaviour and enhance their participation in water cycle management
• Reviewing implementation of the Welsh Housing Quality Standard guidance for Water and Energy Efficiency
• Further trialling of innovative water efficiency, using new technologies and customer engagement approaches
• Understanding opportunities for open data and potential for influencing partnership projects and planning decisions
• Joining up water efficiency with other water projects in communities, such as on sustainable drainage and flood risk reduction – building on examples like Greener Grangetown

To continue the discussion on water efficiency in Wales, and aim higher on water efficiency together, building on good work to date, Waterwise is working with stakeholders to set up a water efficiency roundtable. We aim to launch this in Autumn 2017. It will link to the Water-UK supported Water Efficiency Strategy Steering Group to enable sharing of knowledge and best practice across the UK - and co-delivery of Waterwise’s Water Efficiency Strategy for the UK.

Find out more about the Water Efficiency Strategy for the UK at: http://www.waterwise.org.uk/resources.php/67/water-efficiency-strategy-for-the-uk

Incentives to drive water labelling in the UK

I wrote most of this post on a train travelling to Frankfurt for ISH 2017 "The world’s leading trade fair The Bathroom Experience, Building, Energy, Air-conditioning Technology, Renewable Energies". Many of the 2,400 exhibitors were showcasing the latest in bathroom technologies and innovations.

The main question on my mind was "how can we get an effective water label in the UK to incentivise water efficient products and a market transformation in stores?"

The European Water Label story to date

The UK currently has the European Water Label, the Water Technology List and Smart Approved Watermark to help identify water efficient products. As of 2015 the Water Label had 98 registered brands and 11,000 registered products (EWL Blog). Although there has been some increase in use of the label in stores and online, it is still often not visible. I’ve seen this personally when buying fittings in stores across London for the Waterwise Household Water Efficiency Training. The links with building standards and the Waterwise/ BMA water calculator has helped drive use for new developments. When I met the European Water Label staff at ISH2017 they explained that progress is being made with the label now being visible in large stores such as Tesco, Argos, and Homebase/ Bunnings. The label is due to join up with the German water label and others, so how can we maximise its effectiveness in the UK, especially with exiting the EU?

I think we can learn from experience in Australia and the USA to further develop and strengthen water labelling the UK. In Australia rebates supported the initial market transformation and laid the groundwork for mandatory standards (WSAA).

European Water Label

Water efficiency labelling experiences internationally

A major enabling factor for water efficiency in Australia and the USA has been strong water efficiency labelling programmes. The latest review of the Water Efficiency and Standards Labelling (WELS) scheme in Australia calculated a saving of 70,000 Ml/year water, 5.5 MT/year of carbon dioxide, and AUD$520m/year in household utility bill savings. The labelling scheme has been combined with a range of wider programmes including rebates on efficient product and appliance to help transition the market.

Modelled water savings for WELS in Australia

In Western Australia, labelling, combined with a rebate scheme, resulted in 170,000 new water efficient washing machines being installed. The number of Perth households installing dual flush toilets increased from 36% in 1992 to 84% in 2006 and front loading washing machines increased from 7% to 25%.

The rebate scheme ran from 2003-2009 with the rebate funded by the state government and delivered through the main water company. The key findings included for products in the rebate scheme include:

• households that claimed a rebate were more likely to have a higher level of consumption than those who did not claim a rebate;
• the installation of private water supplies and rainwater tanks resulted in large reductions in water use;
• showerheads, swimming pool covers and washing machines all showed a decrease in use;
• after installing subsurface irrigation systems or greywater systems, households showed a significant increase in water use.

Water efficient showerhead and washing machine rebates were demonstrated to be the most cost effective (cost/m³ water saving) for the community and the water company. The programme was originally funded by the state Government, however the latest scheme focussing on shower head replacement and discounts for upgrading to a new dual flush toilet is water company funded.

Water efficiency labelling has been a key part of urban water policy impacting on consumption in Australia as outlined in the figure below. Although we have seen some market transformation in the UK we are missing incentives and minimum standards that along with behaviour change can help drive down water consumption. Additionally, the review of WELS in Australia identified four state energy efficiency programmes for which WELS rated shower heads were a key retrofit item, seven national and state building codes/ regulation linked to WELS, and four tenancy laws across states linked to WELS. Water labelling needs to be a strong component of multi-element regulation to improve water efficiency.

Policy context of WELS

The US EPA’s Watersense labelling scheme has saved more than 1.5 trillion gallons of water since 2006 (approx. 6.8 million megalitres), 78Mt of carbon dioxide, and USD$32.6 billion in savings in consumer water and energy bills. In 2015, 16,110 labelled produced were available. The programme also extends to labelling of new homes and through social media and drought communications is well integrated into overall water efficiency programmes. Rebate programmes have been implemented across many utilities and cities (Watersense rebate finder).

USEPA Watersense labelled devices

The Watersense programme is currently under threat due to funding cuts. The infographic below outlines why labelling is important in the US: saving taxpayer money; supporting jobs; supporting businesses; providing customer choice; providing a cost effective service; and, protecting water resources.

Moving to incentive schemes to support water efficiency in the UK

A catch-22 situation currently exists, whereby water companies don’t want to promote water efficiency labelling until it is more visible in stores, and that isn’t likely to happen without water company or government-led incentives (rebates) for labelled devices.

Rather than water companies paying for water efficient devices themselves and visiting households to install these they could use incentives (rebates) to drive this change. For example, a household who buys a water efficient labelled showerhead can then claim a rebate from the water company (e.g. £15).

1.    Traditional Water Company Programmes – water company pays up-front, products only installed when suitable but may not be installed by residents or removed if not meeting expectations.

2.    Customer rebate based approach – Customers are incentivised to choose a water efficient product at a moment of change. They increase pressure on local retailers to stock labelled devices. This results in a market transformation towards more efficient devices.

3.    Developer rebate based approach – reduced costs for the developer incentivise them to install more efficient devices based on the water label. However, this will only lead to market transformation in their existing supply chain.

The benefits of this incentive approach (customer rebate – second example) include:

• The costs of the scheme would be the same if not less than a rebate programme and could address a key moment of change
• Consumer choice in fittings that match householder’s bathroom decor and they can pay more towards a fitting if they wish.
•  Market transformation towards labelled products – more stores both online and on-the-ground will stock and promote labelled water efficient devices if consumers are seeking these

How can we achieve this?

• Trials in several water company areas with local retailers to demonstrate consumer demand and potential water savings
• Consider new technology options that could benefit from rebates (i.e. point of use shower monitors, smart ICT taps etc.) – setting innovation challenges for bathroom manufacturers
• Education and awareness programmes linked to the water label joining up water companies, product manufacturers and retailers. Building the label into wider water efficiency projects and communications.
•  Make the water label an explicit part of energy efficiency retrofit schemes and building regulations.
•  Larger scale programmes in water company WRMPs and developer rebate programmes
•  If retail competition for households is introduced, developing incentive programmes in order for retailers to gain and retain customers

Conclusion

An effective label can support market transformation and needs to be linked to incentives initially and minimum standards in the future. As water companies are looking to deliver innovative and larger scale demand management programmes, labelling could significantly compliment and further these programmes.