As the effects of climate change intensify across the globe, the UK’s water system faces mounting pressure on multiple fronts. Prolonged droughts, growing populations, accelerating industrial demand and significant increases in non-household (NHH) users are all converging to create critical levels of systemic stress.
“Water is the lifeblood of the UK economy. Non-household (NHH) customers – including industry, schools, and hospitals – account for around 20% of the UK’s total water consumption with industry demand expected to exceed supply by 40% by 2030,” said Colm Gaskin, Head of Research at 20FIFTY Partners. “Efficiency initiatives alone won’t be enough: water quality, governance, and wider systemic issues also need to be addressed to build genuine resilience across the sector. Water Stewardship, which adopts a collaborative, stakeholder-inclusive approach to water management at catchment level, provides a compelling framework to engage these challenges.”
Failure to address these challenges would leave industry unable to meet NHH demand and threaten economic growth, energy security and food production capacity across the UK. A collaborative, cross-sector approach to water management that complements efficiency with water stewardship competencies is needed to mitigate shared risks at a catchment level.
New Research
A new report, titled “Five Steps for Water Companies to Strengthen Engagement with the Non-Household Market through Water Stewardship Practices”, is the product of an 18-month project funded by the Strategic Panel’s Market Improvement Fund and delivered by 20FIFTY Partners in collaboration with Business Stream, Yorkshire Water, and Water Stewardship UK.
Drawing on insights emerging from literature, interviews with wholesalers, retailers, and industrial customers, and pilot activity through the Certified Water Stewardship programme, this research presents a pathway for the UK water sector to better engage NHH users. The report highlights both barriers and opportunities for collaboration across the water sector. From awareness and incentives to innovation and data sharing, these findings establish a foundation for industry-wide action on water resilience.
“Our customers increasingly expect sustainability to be built into the services and solutions we provide. The findings in this report clearly demonstrate the value that can be delivered through responsible water stewardship by helping businesses cut costs, reduce risk and demonstrate their environmental leadership,” said Stephen Sheridan, Head of Account Management at Business Stream. “We’re delighted to be working in partnership with 20FIFTY Partners and water wholesalers to deliver this initiative.”
For 20FIFTY Partners, this research builds on an extensive history of supporting organisations to transform their sustainability commitments into measurable action. As a leader in sustainability research, policy, skills and industry collaboration, 20FIFTY Partners helps large organisations to address sustainability, digital and climate resilience challenges, ensuring they remain competitive and adaptable in an evolving landscape.
Through its work convening partners across the water sector, the organisation continues to advocate for system-level approaches that turn research findings – like those identified in this publication – into practical strategies for impact.
The Five-Part Roadmap
The culmination of this report is a Five Steps Roadmap designed to help water companies strengthen engagement with NHH customers and accelerate collective action on water resilience. Taken together, these steps offer a practical blueprint for embedding water stewardship principles across the NHH water market:
- Raise Awareness – Build shared understanding of water risks and stewardship opportunities across NHH customers and supply chains.
- Offer Practical Supports – Provide the tools, training, and incentives needed to drive meaningful change at site level.
- Embrace Circularity – Drive the adoption of protocols that position the UK as a global leader in circular water management within the NHH market.
- Develop Data Tools – Improve visibility and benchmarking of water use through accessible, high-quality data systems.
- Promote Collaboration – Create channels for knowledge-sharing and joint problem-solving across target sectors.
These steps outline a clear pathway for UK water companies and their NHH customers to complement efficiency measures with an expanded focus on system-wide water stewardship.
“This research shows that the future of water resilience lies in collaboration,” said Paul Conheady, Head of Programmes & Advisory Services at 20FIFTY Partners. “By taking an approach to water which is grounded in stewardship, water companies and their customers can turn shared risks into shared opportunities. Only by driving innovation and strengthening collective resilience can industry create lasting value for both business and society.”
Access the Full Report
The full report explores each of the Five Steps in detail, supported by an evidence base including novel case studies and action plan data from the UK NHH water market, alongside a review of existing literature. It provides practical guidance for how water companies and industrial customers alike can apply water stewardship principles to build resilience and reduce shared risk.
To access the full report, please click here.
About the MIF
This project is funded by the Market Improvement Fund. The Market Improvement Fund was set up to fund innovative projects that will benefit the non-household water market and its customers. The fund is overseen by the Strategic Panel (including project selection, funding allocation and progress of work) and administered by MOSL.