Turning the Tide: A moment of opportunity for the water sector. 

By Sam Clough – Executive Director

Today we’ve published Turning the Tide, a major new water sector insight report based on YouGov polling of more than 6,500 people across Great Britain. Drawing on over 30,000 data points from customers of 14 major water providers, our research offers the clearest picture yet of public opinion, and, crucially, where the opportunities to rebuild trust now lie.

Few things matter more to everyday life than water. As a sector, it underpins public health, environmental protection, economic growth and community resilience. And yet, in recent years, it’s found itself under intense scrutiny, often discussed in broad national terms that blur the reality of what many water companies are delivering on the ground.

Our latest polling suggests that this national narrative only tells part of the story.

When people are asked about the water sector as a whole, confidence is clearly strained. But when they are asked about their own water company, a more balanced picture emerges. Perceptions soften. Experiences are more positive. In many areas, customers recognise the effort being made to keep services running and communities supplied. This “perception gap” between national sentiment and local experience is not a weakness. It is an opportunity.

That opportunity matters because public perception can shift and trust can grow. Trust is shaped by what people see, hear and experience locally. And our polling shows that while confidence has been tested, it has not disappeared. In fact, in parts of the UK, particularly in Scotland and Wales, perceptions of water companies are markedly stronger, demonstrating that trust can be built and sustained over time.

Crucially, the public is clear about what they want next. Environmental performance consistently emerges as the most important driver of opinion, even outweighing concerns about rising bills. People want to see cleaner rivers, reduced pollution and infrastructure that is fit for the future. They are not asking for perfection, they are asking for progress, and for that progress to be visible.

This is where the sector’s next chapter comes into focus.

The current investment cycle represents one of the most significant opportunities the water industry has ever had to demonstrate leadership. Investment in infrastructure, resilience and environmental protection is already underway across the country. But our research shows that investment alone is not enough to reset reputation. What makes the difference is how clearly that investment is explained, how visible it is locally, and how confidently companies connect progress to outcomes that people care about.

Many water companies are already moving in this direction, modernising assets, planning new reservoirs, reducing discharge and strengthening resilience to climate change. Where customers understand what is happening and why, confidence is higher. Where they do not, uncertainty fills the gap. Closing that gap is now one of the sector’s biggest opportunities.

There is also reason for optimism when looking to the future. Our polling shows that younger audiences are far less entrenched in their views of the water sector. That openness creates space for water companies to shape long term perceptions, by being transparent, consistent and focused on outcomes that align with public priorities.

Taken together, our findings point to a sector at a crossroads, not defined by past challenges, but by what comes next. The foundations for rebuilding confidence are already in place: substantial investment, clear public priorities and a local base of goodwill that is often overlooked.

The tide won’t turn overnight. But by showing clear progress, engaging honestly and telling the story of change at a local level, water companies have a genuine opportunity to reset how they are seen, not just nationally, but where it matters most: in the communities they serve.

Our polling contains over 30,000 data points across customers of 14 major providers, and reveals what truly drives trust, and what companies must do next to earn it back.

Download the full report here.