Turning the tide: How Gen Z could reshape water’s reputation.

By Sam Clough – Executive Director 

For much of the past decade, the water sector has been discussed in stark, national terms, collapsing trust, environmental failure and a licence to operate under sustained pressure. Our latest polling shows just how entrenched those views have become. It also reveals something more important: the future narrative of water has not yet been written.

Beneath the headlines sits a sizeable and influential audience whose views are still forming, Gen Z. And for water companies prepared to think long-term, that matters.

A generation still deciding

Our recent polling of more than 6,500 people across Great Britain shows trust in the sector remains fragile. Just 10% trust water companies to provide truthful information about themselves, and more than half believe water supply and management nationally is in a bad state. Yet when we look at Gen Z, a different pattern emerges.

Younger audiences are less entrenched, more likely to answer with “don’t know” or take a neutral stance on authenticity, trust and performance. Far from indifference, this represents a “grey area” of opportunity – future bill payers who have not yet cemented negative perceptions.

For the sector, that openness matters. It suggests reputations can still be shaped, if action and communication align with what this generation values.

What Gen Z expects from water companies

Gen Z are environmentally aware, digitally native and highly attuned to authenticity. They are more likely than older generations to prioritise pollution reduction over lower bills, and to see issues such as climate change, resilience and long‑term investment as interconnected. They are also more sceptical of organisations that talk more than they show.

While Gen Z are among the most positive cohorts when asked about their own water company, they are also among the most demanding when it comes to environmental performance and transparency. This combination creates both responsibility and opportunity.

From apology to progress

With AMP8 representing one of the largest investment programmes the sector has ever undertaken, the physical foundations for change are being laid. But our research is clear: investment alone will not reset reputation.

For younger audiences especially, progress must be:

• Visible — seen locally, not just announced nationally 

• Explained — clearly linked to outcomes they care about 

• Consistent — communicated regularly, not reactively 

Where water companies can show cleaner rivers, fewer leaks and tangible environmental improvement — and connect those outcomes to everyday life — confidence can grow.

How water companies can engage the next generation

Our polling points to a number of practical considerations for companies looking to build long‑term trust with Gen Z:

1. Lead with environmental action: Proactively showing how pollution is being reduced, and infrastructure modernised will shape perceptions more effectively than defensive responses. 

2. Reach people where they are: Gen Z want quick, visual updates via digital channels, not just traditional methods. 

3. Show progress local: Local changes are more impactful than broad national statements. 

4. Be transparent about challenges: Honesty about difficulties and showing incremental progress builds far more credibility and trust. 

Playing the long game

The water sector cannot undo decades of complexity overnight. But it can influence how the next generation understands its role, responsibilities and direction.

Our research shows trust has not disappeared, it is still being formed. By engaging Gen Z early, clearly and consistently on the issues that matter most to them, water companies have a genuine opportunity to reshape perceptions over time, as tomorrow’s customers make up their minds.

Download the report here.