Target 100

We all have the power to save water. Together, let’s hit Target 100.

Target 100Population growth, climate change, increased urbanisation and environmental protection mean we all need to change how we understand and value water.

Target 100, our industry-leading demand reduction programme, is a critical part in how we are driving this change.

What is Target 100?

Target 100 is a commitment to our customers – we'll support them to reduce personal consumption to an average of 100 litres each per day by 2040 while we reduce leakage by 15% by 2025 and 40% by 2040.

We'll encourage, support and incentivise our customers to understand the value of the water they use. At the same time, we'll invest in new, innovative ways of finding and fixing leaks. We have invested significantly to reduce leakage and have been recognised as one of the best in the sector.

The road to 100 litres per day

We're doing our best to reduce water wastage. Our work with customers to help them achieve 100 litres, per person, per day is grouped under four key initiatives:

  • Smart meters - Installing 100,000 smart devices by 2025 so customers can track their use in near real-time. 
  • Home visits - Investing £14 million to provide advice and water saving products – and help detect leaks in customers’ homes.
  • Customer contact - Spending more than £3 million to better understand our customers’ use and proactively engage with them when it changes.
  • Incentives - Providing around £3 million in tailored incentive programmes for customers.

Our customers have a lot to gain from saving water. As well as making sure there’s enough to go round, households could cut their bills. A Green Alliance report in 2015 found ambitious water efficiency could save households £78 per year on water and energy bills.

How to save water


Inspiring communities to act: the River Itchen Challenge

We trialed a community incentive in an area of Hampshire with above-average use per person. The region relies on the Test and Itchen Rivers for its water. However, our licenses were recently changed to reduce how much water we take and protect these natural habitats.

To reduce demand on the rivers, we offered community rewards if water saving targets were met and supported residents with education campaigns and water efficiency visits – and increased our leakage reduction efforts in the area.

The community reduced its consumption by 8%, resulting in free swimming lessons for all children in the local primary school.

Close agent lightbox  Close box