Dr Ben Lowe is currently Director of the Masters of Management suite of programmes at Kent Business School, and a Senior Lecturer in Marketing at Kent Business School, University of Kent. Dr Lowe comments on the following BBC news items:
‘Water shortages ‘will increase bills’, Lords say’
‘Thames Water could lift hosepipe ban early’
“Dealing with water shortages is a complex issue. Usually a range of policy measures are advocated including the use of price controls, increasing supply of water by building dams etc. However, so far it is unclear what policies are being put in place to change how we as consumers use and consume water. Increasing price is often seen as being unfair to some in relation to water consumption, and might be regarded as a short term fix which doesn’t address the route of the problem. However, paying more for this resource could become a reality in the future. Likewise, other measures such as increasing supply through redistribution of water are unlikely to lead to changes in people’s attitudes and behaviours. British residents are not used to the idea of a drought and conserving water – unlike residents of other countries like Australia – but if we can change people’s attitudes towards water use and consumption this may lead to a more long term solution to the water problem which lasts for years to come. If residents’ end up being charged more for the water they consume this should be coupled with change programmes designed to educate customers to reduce their consumption of water in the home. It’s time for us to consider whether we need that long soak in the bath, or whether a shower will do. And if we take a shower do we need to spend 10 minutes in it or will a three minute shower do?”
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