Shaping the future of water: A conversation with Jo Osborn, Head of Policy and Research at Waterwise

In this conversation, Jo Osborn, Chart.PR, MCIPR, Head of Policy and Research at Waterwise, shares her insights on why water efficiency must be prioritised on our journey to net zero. From tackling misconceptions about water use to empowering organisations through training and behavioural change, Jo highlights the practical steps we can take today to secure a more resilient water future.

To kick things off, can you tell us what first sparked your interest in water efficiency and behavioural science, and how that’s influenced your sustainability journey, including your pledge for 2025?

My interest in environmental issues started early, shaped by family and childhood experiences, especially living in Libya, where water wasn’t always available. That sparked my awareness of conservation. Seeing Anita Roddick launch The Body Shop and campaigns by Greenpeace deepened my interest, leading me to study geography and start my career in the water sector.

At Southern Water, I moved from working with Geographical Information Systems into communications, where I began writing about water efficiency during the 2007 drought. That led to my early work with Waterwise, where I took a course inspired by a book called Nudge, written by Thaler and Sunstein. It sparked my interest in behavioural science, which I later studied at master’s level. I then found an opportunity at Waterwise and I’ve been here ever since!

I recently took part in Waterwise’s water literacy course. I’ve been thinking more about our hidden water footprint and, a few years ago, I did a no-buy year for new clothes, only shopping second-hand and using charity shops. I’ve slipped a bit since then, so my 2025 sustainability pledge is to be more conscious about what I buy and to re-use more. It’s easy to forget how much water goes into making something as simple as a pair of jeans, so being mindful is a good first step.

From your perspective, why do you think water efficiency is becoming increasingly critical in the UK?

Waterwise’s UK water efficiency strategy for 2030 highlights six different reasons why it’s important to reduce demand on water. Climate change and population growth are putting more and more pressure on the water that’s available to us. We need water for everything - from economic growth to improving lives.

Water efficiency helps ensure we have enough water for the things we need, now and in the future. It should go hand in hand with climate change and net zero action, as well as any mitigation or adaptation efforts that are being developed. We’re already seeing the effects of climate change, with parts of the UK experiencing drought this year. This makes saving water more important than ever.

From your experience in the water sector, what do you think are the biggest misconceptions people have about business water use?

I would say that I think the biggest issue is that because water is so cheap, people think it’s not a priority. Businesses should think about the cost to their business if water wasn’t available - you would not be able to expand your business or even open or move premises without water.

Water is sometimes put at the bottom of the pile when it comes to saving on utilities. At Waterwise, our strategy is to encourage businesses to become more water efficient, and it’s great to see some businesses leading the way already. We should try to find different ways of working to use less water, such as making better use of rainwater harvesting and providing education about saving water. These actions will save businesses more in the long run.

There’s a growing concern about our water future; can you explain the projected water deficit by 2055 and what it means for businesses?

England is facing a water deficit of five billion litres in 2055 if we were to do nothing. This projection shows that there won’t be enough water available to meet demand and to ensure the water environment improves. The good news is that this projection is based on a world that takes no action, but we can all take steps now to prevent this shortage. The UK has plans for tackling the pressure on water resources and we’re actively thinking about what’s going to happen and how we can fix it, such as building new reservoirs or making infrastructure improvements.

Two key actions businesses can take now to reduce demand for water are to identify and fix leaks, alongside adopting water efficiency measures to reduce water use – both of these steps will help to minimise the projected deficit.

Throughout your career, you’ve seen how different organisations approach water efficiency. What do you think could help businesses support water-saving initiatives more effectively?

At Waterwise, we always use the phrase “nothing happens without water”. We believe water should have attention at boardroom level, as much attention as net zero. Businesses should start from the beginning and assess how much water they use, where they use it and what they would do if they didn’t have it. From these answers, you can develop a strategy and work closely with your water retailer to get support, advice and practical solutions to implement action. Your water management approach should also align with your energy strategy, as saving water also saves energy.

A great place to start for businesses is to get involved with a water literacy programme. Waterwise is part of a collaboration that is running a pilot water literacy programme with 2,000 free spaces. The programme is split over a few days and gives people in-depth, detailed knowledge about water efficiency and what the challenges around this are.

The programme helps businesses consider strategies and take forward actions to implement water efficiency measures within their business. Waterwise also runs bespoke training sessions, including an introduction to water efficiency and a checkmark programme to help develop water efficiency.

The checkmark is a badge of honour to show that a business is working to continuously improve their water efficiency action, year-on-year.

Any organisation can get involved in these programmes, from large businesses and councils to Small and Medium-sized Enterprises (SMEs).

And I know that Business Stream, in partnership with 20FIFTY Partners, runs a successful, accredited water stewardship programme designed to help businesses develop water management strategies across their estate.

Looking ahead, what’s next for Waterwise and what are the big goals you’re working toward?

This year is the 20th Anniversary of Waterwise and it’s an important moment to take time to reflect and look ahead to the future. At Waterwise, we have an Impact Plan which has five key pillars around how we can lead and inspire change. At the core of our Impact Plan is Waterwise’s vision that water is used wisely every day, everywhere, by everyone.

Within the pillar of convening a community of change makers, we plan to inspire a community of people to be part of the Waterwise family; inspire more businesses to partner with Waterwise; and raise public consciousness around water. We need to keep saving water and help to give people the capability to act, with training and clear practical steps they can apply in their everyday lives.

And finally, is there a message or takeaway you’d like readers to remember from this conversation?

We are at a crucial moment where our actions now can really put in place a positive future for the water environment and for us all. It’s worth ending on the Waterwise reminder that – nothing happens without water.