Water demand management in England and Wales: Constructions of the domestic water user

Measures to manage demand include implicit and explicit messages about domestic water users, which have important potential impacts on their perceptions and practices. Drawing on recent literature, this paper identifies three different ‘dimensions’ along which demand management measures' constructions of the water user may vary: these relate to whether the water user is passive or active, whether they are motivated by individual or common needs and whether they perceive water as a right or a commodity. Demand management measures currently used in England and Wales are then discussed and analysed. The paper concludes by highlighting the importance of communications associated with demand management, and in particular, notes the need to consider the cumulative impact of messages and their interactions with people's existing understandings.