Echo Logo

Affordability remains the top priority for the next generation of bill payers

From the Knowledge Centre

Whilst Gen Z has a widely documented interest in the environment, when it comes to water and sewerage services, our latest research highlights that affordability remains this group's top concern.

Despite Generation Z’s (Gen Z) widely documented interest in environmental issues and eco-conscious lifestyle, affordability is still this group’s number one concern when it comes to their water and sewerage services, according to our latest consumer research report.

Our new Generation Z Report: A new wave of customers for water companies, found that the Gen Z demographic actually prioritises affordability more than older groups. Our research into the key concerns of UK residents found that keeping water bills affordable for customers, was the top priority for all age groups, but especially this new generation. It was the prime concern for 54.12% of Gen Z current bill payers and 60.61% of Gen Z future bill payers, compared to 53.85% of those aged 25+.

However, water companies should also be paying attention to raising awareness of their environmental credentials to this new generation. Gen Z’s environmental concerns remained evident when their second and third-placed priorities were considered. For Gen Z bill payers, promoting water conservation and offering water-saving advice and devices is the second most important issue, cited by 35.29% of respondents. This is followed by investment in water pipes in order to prevent leaks and wastage, cited by 32.94%.

Providing a good level of customer service was also high on the priority list for bill paying Gen Zs, with almost a third (29.41%) agreeing it was of high importance. Gen Z bill payers and those aged 25 and over also both prioritised helping households to reduce the amount of water they used, as a resource essential to life – this was selected by 22.35% of Gen Z bill payers and 25.73% of those aged 25 and over.

“We wanted to gauge the attitudes of the newest generation who have started to become billpayers, and will do so in greater numbers in the coming years. It is well documented in the press that they are highly motivated by environmental issues, although there has been limited research into how this translates into what they expect from their essential services providers. What we do know is that customer satisfaction amongst Gen Z is on the whole lower than that of other age groups. We hope this research will provide some interesting insights for the water sector as it looks to improve this group’s customer satisfaction."

Vicki Dixon, head of operations, Echo Managed Services

Positively, Gen Z appears more willing than previous generations to play its part in water efficiency, wanting their water companies to support them in doing this through better promotion of water conservation and better provision of water-saving devices and advice.

As the Gen Z population become renters or homeowners for the first time, there is a key opportunity for water companies to create and build a positive relationship with their new customers for the future. A deep understanding of Gen Z’s views of water and the water sector can help companies to best shape their initial contact and the service and contacts that follow.

Share this article

More in the Knowledge centre

More News

News

Coliban Water embraces new Aptumo billing software to benefit customers

Coliban Water, one of Victoria’s larger regional urban water corporations, has successfully transitioned its billing and customer support software to…

Read
News

Echo holds summer of support event for its teams

For the past six weeks, Echo has been holding a remote summer of support event for its employees across three…

Read
News

Echo Managed Services strengthens its board as Aptumo grows

Echo Managed Services, the UK water sector service and software specialist, is building on the success of its new Aptumo…

Read
News

Introducing Echo's 2020 CCMA UK National Contact Centre Award Finalists

Two Echo Managed Services employees have been named as finalists in the 2020 CCMA UK National Contact Centre Awards...

Read

More Cross Service

Research & Resources

Generation Z: A new wave of water customers

Read our latest UK consumer research report focused on Generation Z, the new wave of water customers, and their attitudes…

Read
News

Echo holds summer of support event for its teams

For the past six weeks, Echo has been holding a remote summer of support event for its employees across three…

Read
News

Echo holds fundraising day to raise money for Acorns Children’s Hospice

Utility specialist raises £900 for Walsall children’s hospice

Read
News

Echo achieves new ISO 45001:2018 safety certification

Echo's on-going commitment to employee safety.

Read

Choose how you want to get in touch with us

Pick up the phone and call us...

0845 12 12 122

Call

...or simply email us for a quick response.

ask@echo-ms.com

Send email