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Water campaign
Former BBC science and environment correspondent Sue Nelson has warned the construction industry it must act now on water saving, or risk failing to be taken seriously by the wider industry on green issues.

Giving the keynote address at the Bathroom Manufacturers Association’s annual conference, Sue said: “Sustainability within the water industry can simply not be ignored any longer. The industry must take proactive steps to ensure that it is not left behind on this issue.

“When the public thinks of companies which are seen to take an active role in promoting saving energy, everyone first thinks of the energy companies. They have successfully owned and campaigned on this issue at a consumer level for many years.

“We are now at a tipping point for the bathroom industry. The industry must open a meaningful dialogue with the general public immediately. It must also make sure that the conversation is not simply focused on product, but that it is about how water efficiency fits into their everyday lives.

“Water efficiency is the next big issue, and what will drive consumers to act is whether it is socially acceptable for them to be seen wasting water. In a few years I believe it will become as socially unacceptable to have a huge deep bathtub as it is now to drive a Hummer. Consumer perceptions towards water can be changed little by little.”