Re-Framing Environmental Social Science Research for Sustainable Water Management in a Changing Climate

This paper considers aspects of environmental social science research in the UK and explores an obvious bias towards the development of instruments to manage demand as an adaptation to climate change, and consequently the predominance of interest in the customer from a demand-side perspective. In the case of water, this has resulted in an inappropriate mixing of individualist research methods designed to measure public perceptions of risk and water-based practices, with mass consumption data that cannot be specifically linked to the individual. This mixing has a tendency to reinforce a long-standing blame culture that drives interest in the development of behaviour change initiatives while the relatively unchallenged hydraulic mission to provide safe drinking water and sanitation progresses. With this in mind this paper reviews examples of water use research from California, Australia, and the UK and highlights the more effective routes to understanding water customers and developing behaviour change initiatives that utilise stages of change models and grounded techniques incorporating qualitative and quantitative data from individual sources. A secondary aim is to argue for re-framing the relations between various actors in a changing climate to allow the development of new policy approaches, learning, and openness, from industry, regulators, and customers, based on new theories from the field.