Tap Chat: rethinking daily water habits to cut water waste
How much water do you think you use every day? Chances are, it’s more than you’d guess.
According to Ofwat, on average, each of us gets through about 150 litres daily – that’s showers, washing up, laundry, and cooking. And while most of us admit to wasteful habits (yep, like leaving the tap running while brushing our teeth), 2 in 3 don’t think they can actually use less (Hubbub polling, 2017).
So... why's this a problem?
Across the UK, the pressure on our water systems is mounting.
By 2055, England alone expects to fall short by 5 billion litre a day in public water supplies – and by another 1 billion litre a day for the wider economy (Environment Agency, 2025).
With drought becoming a reality in more parts of the UK, the risks are becoming very real. Add in a growing population and increasingly erratic weather, and it’s clear we need a major culture shift in how we value and use water.
The tricky bit? Most water use happens behind closed doors, so it’s hard to see how our habits stack up.
That’s why Hubbub created Tap Chat – to bring our hidden water use out into the open.
Our approach
We launched Tap Chat with Affinity Water to get people talking about their water use. The idea? To make saving water social, fun, and relevant to everyday life.
We brought Tap Chat to the high streets and train stations of water-stressed areas like Sutton, Dorking, St Albans, Harlow, Watford, Luton and Stanstead, expanding the campaign with the help of SES Water, Affinity for Business, Fulcrum, University of Hertfordshire and Unite Students.
Playful ads highlighted how much we value water in the moments we love most (like that first sip of coffee or a big bowl of pasta).
We also created a Tap Chat mock home and took it on tour to high footfall locations. Visitors could see exactly how much water everyday actions use and take away handy freebies to reduce their own water use at home, like shower timers, save-a-flush bags, dry shampoo and washing up bowls.
The impact
Tap Chat caused a splash and got the word out about water saving:
- 16,000+ people explored our water-saving tips.
- 7,800 people completed the Tap Chat Quiz to discover their ‘water personality’ and get tailored advice.
- We handed out 4,700+ water-saving products to help people take action at home.
- 389+ pieces of coverage generated 311 million chances to see the campaign.
- Our social media reached 4.5 million people.
What can I do?
Home is where most of our water flows – from showers to sinks and washing machines. The good news? Small swaps add up fast. Whether it’s cutting a couple minutes off your daily shower, fixing that leaky loo, or turning the tap off while you brush, every drop really does count.
Want more easy wins? Check out our ten top tips for saving water at home:
Home is where... there's a lot of potential for tackling climate change
Read about our project Home Advantage, a blueprint for government and businesses to support UK households to live more sustainably.
How to protect your home from frozen pipes
As colder weather sets in, the pipes in our homes are at risk of freezing, which can lead to bursts and flooding. The good news is that there are easy steps we can all take!