Water utilities' plans to engage the public to reduce household water demand

What is it about?

Policy and processes are interconnected instruments that can help achieve household water efficiency. This paper presents a new approach to evaluating public engagement carried out by water utilities in relation to reducing household water demand. Grounded in the use of the Message-Actor and Channel of communication (MAC) elements of engagement, the MAC model of communicative water practices positions as a tri-focal analytical lens for the systematic review of theoretical engagement standards discussed in the literature and household water efficiency plans discussed in water resources management plans developed by water utilities operating in areas under serious water stress.

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Why is it important?

I take a novel approach by juxtaposing three key elements discussed in the literature and policy for demand management and customer engagement; and use these to develop the form the MAC (Message Actor Channel) model of communicative water practices; and I also demonstrate the application of the model in the examination of water resources management plans developed by UK water utilities - this has not been studied elsewhere. Findings indicate that whilst public engagement is gaining traction as a pack of measures for promoting water efficiency in 'meter-oriented' or 'engagement-oriented' or 'flexibly-driven' water utilities seeking appealing to people's individual interest in saving water bills and/or their communal interest to protect water, the identity and understanding of the composition of the public is still ambiguous.

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