National water retailer Wave has reported significant progress in its goal to support customers in saving 9.4 billion litres of water by 2026. Since 2021, the company has helped businesses and organisations conserve 5.8 billion litres of water, according to its latest Environmental, Social, and Governance (ESG) report. This achievement is equivalent to 2,320 Olympic swimming pools and represents a reduction of 2.2 million kilograms of carbon dioxide (CO2e) emissions, similar to removing 524 cars from the road.
Wave, which offers water efficiency services to its customers, is already more than halfway toward its 2026 target. The water retailer’s efforts come as the UK faces an urgent water crisis. Research from the Environment Agency indicates that by 2050, the country could experience a daily shortfall of nearly 5 billion litres of water due to increasing demand and limited sustainable water supplies.
In the face of this projected shortfall, large organisations are playing a crucial role in reducing water consumption. One of Wave’s clients, the National Trust, successfully reduced its annual water bill by 13% during 2023/24, despite adding new sites to its portfolio.
Wave’s CEO, Lucy Darch, emphasised the company’s commitment to sustainability and tackling the challenges faced by the water industry. “The water industry is currently under immense pressure with increased demand and greater expectations on companies to deliver their sustainability commitments,” she said. “It would be easy to push these goals aside, but I’m proud that Wave has not only met the objectives of our Social and Sustainability Promise, but we’ve also accelerated our efforts throughout 2023/24. It’s been a real team effort.”
Wave is not only focusing on water conservation but also investing in wider awareness and education projects. Over the past year, the company has developed educational resources for teachers and delivered sessions in schools to promote water efficiency. Senior leaders at Wave have also played a role in representing the water industry at key events such as the Major Energy Users Council and Northumbrian Water’s Innovation Festival. To further its internal efforts, Wave is rolling out mandatory water efficiency training for all employees in the coming months.
In addition to its water-saving initiatives, Wave is making strides towards decarbonisation. The company has implemented a carbon reduction plan, introduced a carbon hierarchy to guide its corporate policy, and created a carbon reduction fund. To support reforestation efforts, Wave and its stakeholders have planted over 1,750 trees, establishing a dedicated “Wave woodland” that will be maintained over the years.
Tony March, Wave’s Director of Public Sector and Industrial Customer, highlighted the interconnectedness of decarbonisation and water conservation. “We need to hit net zero, but that requires water-intensive projects to move forward. In a country facing water scarcity, there’s a tricky balance between decarbonising the economy and reducing water demand,” he explained. “Wave is committed to harmonising these priorities and making a significant impact in both areas.”
As the company continues to support its customers in improving water efficiency, Wave’s actions underscore its role in addressing the UK’s water challenges and contributing to a more sustainable future.