In the UK, water companies are under unprecedented scrutiny. Rising bills, infrastructure concerns and public trust are no longer isolated issues, they are deeply interconnected, shaping the national conversation like never before. The cost of living crisis has only heightened tensions, forcing the sector to confront an increasingly discerning and vocal public and increased media scrutiny. But what do British consumers really think about water? And how can water companies improve consumers’ opinions? 

Partnering with the Consumer Council for Water (CCW), we conducted a foundational study to uncover how Britons perceive affordability, their trust in water providers and prevailing opinions on smart meters. Through advanced social listening and a nationally representative survey, we revealed not just what people are saying, but why it matters and, crucially, what water companies can do to regain control of the narrative. 

The changing landscape of water consumer concerns 

Our research identified seismic shifts in public sentiment: 

• Affordability concerns are intensifying and dividing public opinion. Mentions of rising bills on digital and social platforms have surged by 229%, as consumers increasingly question water companies’ financial stability and its direct impact on household costs. This has fuelled polarisation, with mounting pressure for nationalisation from some quarters and staunch defence of privatisation from others. 

• Consumer concerns are fusing in new and sometimes misleading ways. Smart meter debates now extend far beyond cost, encompassing trust, transparency and fairness. Many consumers assume smart meters automatically drive bills higher, despite limited evidence. Similarly, concerns over water quality have morphed from personal grievances to systemic critiques of infrastructure, often fuelled by perception rather than fact. 

• The media is shaping, not just reflecting, consumer sentiment. High-profile crises – such as Thames Water’s debt challenges and Southern Water’s bill hikes – have amplified calls for accountability. These stories are making financial concerns feel more urgent and personal, reinforcing scepticism towards providers. 

• Public scrutiny of water companies is more relentless than ever. The conversation is shifting from individual maintenance concerns, such as stopcocks, to widespread frustration over systemic failures. Consumers are not just asking whether water companies are doing enough, they are demanding proof. 

Decoding consumer sentiment: What’s at stake 

Our research is clear: the water sector cannot afford to reactively manage public opinion. These interconnected concerns are reshaping expectations, making proactive engagement essential. 

For public bodies such as CCW, these insights are essential in ensuring consumer voices are heard and represented. For water companies, the challenge is twofold. Many consumers believe smart meters and rising bills are intrinsically linked, even when installation does not necessarily lead to increased costs. Similarly, frustrations over financial stability are entangling with concerns about water quality and infrastructure investment, despite the lack of a direct correlation. Addressing these misconceptions head-on is not optional, it is the key to rebuilding trust. 

Turning insight into action: A strategic roadmap for water companies 

Our insights and analysis define a strategic roadmap for the sector: 

• Reframe financial stability narratives. Water companies must take control of the story, clearly articulating how infrastructure investment links to household costs in a way that builds trust, not suspicion. 

• Demystify smart meters. Confusion is eroding confidence. A targeted, evidence-based communication strategy is critical to shifting perceptions and reinforcing the benefits. 

• Lead with transparency, not crisis management. The sector must move beyond defensive responses, embracing proactive and consistent messaging around water quality, investment and infrastructure resilience. 

Defining the future: A call to action for the water sector 

The time for reactive positioning is over. Public concerns about water are becoming more sophisticated, more interconnected and, at times, more misinformed. Without a strong, evidence-based narrative, organisations risk losing control of the conversation. 

At Yonder, we don’t just interpret trends, we shape them. We translate proprietary research into compelling strategies that drive business transformation. Our expertise at the intersection of insight, brand, culture and data empowers organisations to anticipate change, build credibility and lead with confidence.