Americans Believe They Lack the Information Needed to Conserve Water at Home

LIXIL, a global leader in creating water and housing products, released data from a new survey about water scarcity, conducted by LIXIL brand GROHE. The data offers a close look at consumer attitudes, shifts in behaviors, and barriers they face in helping improve water consumption and conservation in the United States and globally. This new data comes at a critical time, as more than 46 million people in the U.S. live with water insecurity every day—and within as little as 50 years, parts of the country’s freshwater supply may be reduced by as much as a third.

Within the survey, Americans report they expect the crisis to get worse and would be motivated to change their water use as it does. Key findings from the report include:

  • More than 50 percent of respondents say it’s either likely or very likely that water stress will impact their region or country in the next five years.
  • 73 percent of respondents say they would make changes in their water usage if water was limited in the U.S.
  • 40 percent of Americans don’t think they know enough about how to save water in their everyday lives.
  • 62 percent aren’t planning on installing water-saving products in their bathrooms—the place where they say they use the most water.
  • 61 percent of respondents say that high upfront costs or lack of awareness of water-saving techniques and technologies are the largest barriers they face when trying to save water in their homes and bathrooms.

“Increased consumer education of the water crisis is encouraging, but the survey illuminates a clear gap in knowledge about the crisis versus knowledge about how to combat it,” said Trey Northrup, CEO of LIXIL Americas. “And while as industry leaders, it is our responsibility prioritize education around increasing sustainability issues and how to help, as consumers, we also need to commit to proactively learning how to solve this rapidly growing issue—as I firmly believe collaboration and commitment from all parties, whether a government body, NGO, industry player, or consumer, are key to making meaningful progress against the water crisis.”

LIXIL, a manufacturer of leading brands including American Standard and GROHE, leads by example by prioritizing conservation in its operations and partnerships. It aims to contribute to a global reduction of 2 billion cubic meters per year in water consumption by the end of 2025 through various products and services, such as energy- and water-saving faucets and water-saving toilets. In the United States, LIXIL supports partnerships to address water and sanitation issues, including its work with the Alabama Department of Public Health and the University of South Alabama to address sanitation challenges in Lowndes County, Alabama.


LIXIL brand GROHE commissioned a representative YouGov survey in seven countries (BelgiumFranceGermanyMoroccoNetherlandsUnited Arab EmiratesUSA). The survey was conducted from September 8 to September 26, 2023, with a total of 7,258 people interviewed.

Source: LIXIL

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