Climate change is no longer a distant threat. It is reshaping Scotland’s water system today. Changing rainfall patterns, rising sea levels, and more frequent extreme weather events are already putting pressure on the infrastructure that supplies and manages our water.
For households, that means real risks: water scarcity, flooding, and service disruption. Tackling these challenges requires action from government and industry through investment in infrastructure, fixing major leaks, and promoting water-efficient appliances. But the public also has a vital role to play.
The role of consumers
To understand more about how consumer action can be harnessed to drive change, Consumer Scotland commissioned follow-up research with Ipsos, engaging a group of participants who had previously taken part in a major deliberative research study. The goal? To see which messages had stuck with participants one year on, and whether taking part had led to sustained behaviour change.
What we learned
The results were clear and encouraging - engagement works. A year after the first study, participants reported greater awareness of the pressures on Scotland’s water system and had acted on it. Changes they had made at home included reducing waste water, installing water butts and avoiding putting harmful substances down toilets or sinks. Some even became advocates in their communities, sharing information and encouraging behaviour change among others.
In particular participants remembered messages that were:
- Emotionally impactful such as the risk of future water shortages
- Locally relevant like drainage issues in their own local area
- Practical – including the role of households in managing surface water
However, not everyone could make changes easily. Barriers included the age or nature of their property, living in rented accommodation, lack of outdoor space, financial constraints, and having a disability or health condition which meant their personal need for water was higher.
What’s next?
The research highlights the power of public engagement, but scaling it up is the challenge. How can the water sector bring the wider public on this journey?
Promoting clear and relevant water-saving messages
Consistency is key. Messages should connect everyday actions to protecting water services and the environment. Strategies should:
- Spotlight local issues like flooding or water scarcity
- Reinforce universal habits such as reducing water waste and proper disposal
- Promote water-saving behaviours year-round—not just during dry spells
Supporting Behaviour Change
Scottish Water should continue to champion simple, low-cost actions that are easy to adopt, such as:
- Taking shorter showers when possible
- Installing water-efficient appliances
- Harvesting rainwater
- Preserving green spaces for natural drainage
Government and industry must also remove barriers for motivated consumers whether financial, physical, or related to housing.
Making water information accessible
Not everyone learns the same way. To truly engage the public and build water literacy, Scotland’s water sector must share information in varied, inclusive formats including visuals and infographics, real-life case studies and clear narratives and easy-to-digest statistics. It must use multiple channels online, in communities, and through media to reach people where they are.
Action now and for the long term
Lasting change requires more than short-term responses to weather events. Scottish Water, the Scottish Government, and businesses must lead a coordinated, sustained call for behaviour change empowering individuals and communities to act.
Conclusion
Consumer Scotland recommends that these insights should inform an inclusive, collaborative approach to public education and engagement. Effective communication and consistent engagement are essential to empower consumers, influence values, and drive behaviour change. Together, we can help Scotland meet the challenges of a changing climate and ensure a fair transition for all.