NEW YORK — Most Americans report expect the current water-scarcity crisis to worsen, and would be motivated to change their water use habits as a result, according to a new survey conducted by LIXIL, the manufacturer of American Standard, Grohe, and other product brands.
“This new data comes at a critical time, as more than 46 million people in the U.S. live with water insecurity every day – and within as little as 50 years, parts of the country’s freshwater supply may be reduced by as much as one third,” said LIXIL, whose survey findings offer insights into at consumer attitudes, shifts in behaviors and barriers people face in helping improve water consumption and conservation in both the U.S. and globally.
Among the survey’s findings:
- More than 50% of respondents say it’s either likely or very likely that water stress will impact their region or country in the next five years.
- 73% say they would make changes in their water usage if water was limited in the U.S.
- 40% of Americans don’t think they know enough about how to save water in their everyday lives.
- 62% aren’t planning on installing water-saving faucets, toilets and other water-saving products in their bathrooms, the place where they say they use the most water.
- 61% of respondents say that high upfront costs or lack of awareness of water-saving techniques and technologies are the largest barriers they face when trying to save water in their homes and bathrooms.“Increased consumer education of the water crisis is encouraging, but the survey illuminates a clear gap in knowledge about the crisis versus knowledge about how to combat it,” said Trey Northrup, CEO of LIXIL Americas. “And while as industry leaders, it is our responsibility prioritize education around increasing sustainability issues and how to help, as consumers we also need to commit to proactively learning how to solve this rapidly growing issue.”
LIXIL said it aims to contribute to a global reduction of two billion cubic meters per year in water consumption through various products and services by the end of 2025.