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11. – 15.3.2019 (Monday – Friday), Frankfurt am Main

The main reasons why Germans save water: environmental awareness and keeping an eye on the purse strings

A GfK survey on behalf of Blue Responsibility sheds light on the motivations of our water-saving nation

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Water is a vital resource and, as such, should be used responsibly. This is deeply embedded in German consciousness, as is shown in a GfK survey, commissioned by the Blue Responsibility sustainability initiative.

Germany is a country where water is a plentiful resource. We have a yearly volume of water at our disposal amounting to 188 billion cubic metres. Only 17 percent of the resources we have available are used, and 83 percent are wasted. This is not only because of innovative technologies in the sanitary industry and the large number of water sources in Germany, but also because of the German population’s water-saving mentality. Compared with other countries, the Federal Republic is up among the leading water-saving countries, with an average usage of 121 litres a day per person. In a recent survey by Blue Responsibility, nearly three quarters of all respondents (72.8 percent) indicate that they consciously keep an eye on their water consumption.

Environmental awareness is the top motivation for saving water

In Germany there is a plentiful supply of water, which means that excessive saving is unnecessary. However, it makes sense to use water sustainably, because conserving hot water goes hand in hand with energy savings. This is what Germans think as well. Blue Responsibility has researched their motivations for saving water: 67 percent of people who save water say they are motivated by environmental awareness. The second motivating factor is keeping an eye on the purse strings: 58.8 percent of respondents are careful about their water consumption because they want to save money.

What many Germans do not know is that drinking water, like any other food item, has a use-by date. Stagnation in pipelines arising from water conservation can lead to deterioration in drinking water quality: when there is germ contamination, water companies have to carry out power flushes which use up the water that had been saved. So while it’s always important to be aware of our water consumption, extreme water conservation makes no sense. 

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