An interesting study by Unilever that monitored Brit’s showering habits has found that having a shower uses almost as much water as a bath – with power showers using more. It seems that on average we spend 8 minutes at a time in a shower. This would cost the average family of four £416 a year (90% is the energy cost) and 90 000 litres of water.
This may not seem revolutionary but behind the figures are two important learning points. Firstly and surprisingly it seems the Unilver work is the first significant scientific study of showering. The scientists used a shower sensor devise to monitor 2600 showers taken by 100 families. All too often people assume they know what is best, this report challenges the assumption that showering will save significant amounts of water.
Secondly it highlights the importance of thinking holistically. The saving does not come from reducing water consumption – it makes very little financial difference - but from the huge cost of heating the hot water. Perhaps if people want to save money the advice should be to have a bracing cold shower!
Unilever has also published its research into how to bring about behaviour change. The ‘Five Levers for Change’ Unilver identified are:
Make it understood. Sometimes people don’t know about a behaviour and why they should do it. This Lever raises awareness and encourages acceptance.
Make it easy. People are likely to take action if it’s easy, but not if it requires extra effort. This Lever establishes convenience and confidence.
Make it desirable. The new behaviour needs to fit with how people like to think of themselves, and how they like others to think of them. This Lever is about self and society.
Make it rewarding. New behaviours need to articulate the tangible benefits that people care about. This Lever demonstrates the proof and payoff.
Make it a habit. Once consumers have changed, it is important to create a strategy to help hold the behaviour in place over time. This Lever is about reinforcing and reminding.
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