Residents in the North West are among those leading the UK in calling for more to be done to conserve water, according to new research published today.
Some 58 per cent of people in the region agree that more needs to be done to conserve and protect the local water cycle, in comparison to just 43 per cent in the North East.
The findings also reveal that despite over 90 per cent of the respondents to the survey acknowledging the role water plays in our bodies through healthy hydration, and securing a global sustainable future, over a quarter of people in the region still do not actively take steps to conserve water themselves.
Young people are also half as likely as their elders to take steps to conserve water.
On average 44 per cent of 18 to 24-year-olds are likely to take action to preserve water, in comparison to 82 per cent of 65-plus year olds.
The poll, commissioned by Nestle Waters, coincides with celebrations for the United Nations’ World Water Day which highlight the importance of fresh water globally.