Featured in this report: Water, Hard to reach groups
The findings will inform CCW’s ongoing review of affordability support schemes and strengthen their wider work on improving outcomes for financially vulnerable customers.
A mixed methodology was used. The first phase involved 1,101 telephone interviews with a nationally representative sample of water bill payers. This short survey ran between late August and mid September 2024. The second phase involved 40, one hour in depth interviews with low income customers across England and Wales, including ten conducted in participants’ homes. These took place between mid October and late November 2024 and included people on social tariffs and those with English as a second language.
Across the sample, over half had reduced essential spending so they could cover household bills. Financial strain was more pronounced in deprived areas, where households were also more likely to seek help. Vulnerability varied widely, shaped by short and long term life events, and many described increased anxiety linked to rising costs.
Relationships with water companies were generally distant, with limited proactive communication compared to energy providers. Shame, fear of consequences, low awareness, and inconsistent service were key barriers to seeking support. Social tariffs and hardship schemes were viewed as valuable but not widely understood. Clearer, more empathetic, and more visible communication, delivered across a range of channels, is essential to ensure support reaches those who need it most.
