WAVE launches new brand to help tackle the UK’s water scarcity challenge
WAVE, the multi-award-winning water retailer, has launched Water Efficiency Services (WES), a new neutral sub-brand created to accelerate progress towards the UK’s long-term water efficiency goals.
WES will support wholesalers, retailers and third-party intermediaries (TPIs) in delivering water-saving initiatives directly to both household and business customers.
Wave’s retail brand supports business customers in the non-household water market. Building on the success of its Active Water Management services, the launch of WES will see the company deliver practical water-saving programmes across the whole water sector.
Water scarcity is a real challenge in the UK with an estimated 5 billion litres extra needed per day by 2055. Combine this with challenging targets set by the Government, requiring wholesalers to reduce leakage by 30% by March 2032 and non-household usage by 9% by 2038, despite having limited contact with the business market.
WES was created to bridge the gap, operating as a neutral delivery partner to provide specialist expertise, programme delivery and customer engagement support. All to help organisations turn water-saving ambitions into measurable outcomes.
Services include leakage support, data collection, on-site water efficiency audits and bespoke initiatives designed to reduce water waste and improve resilience.
The first initiative to be offered through WES will be the Big Blue Eco Booster project. Originally launched by Wave in October 2025 in partnership with SaveMoneyCutCarbon and Northumbrian Water, the project has already expanded to include funding from five additional wholesalers and so far, has supported 169 schools. Following the launch of WES, it now has the opportunity to benefit schools serviced by other retailers and deliver even more water and monetary savings by helping identify hidden leaks, inefficient fittings and excessive flow rates in schools across the UK.
Oli Shelley, Director of Water Efficiency Services, said:
“Water scarcity is a real challenge for the UK, and to reach the ambitious targets in place to reduce water wastage and usage, there needs to be more support in place. It requires organisations to engage customers, identify opportunities for improvement and deliver meaningful change on the ground. Businesses and organisations are more than willing to collaborate and play their part, but the right guidance is essential. Water Efficiency Services has been created to help bridge that gap, giving organisations access to practical programmes that reduce waste, save water and support long-term resilience. By operating as a neutral partner, we’re able to work collaboratively across the market and help more customers benefit from proven water-saving services and initiatives. The launch of WES marks an important step in Wave’s continued commitment to supporting a more water-efficient future.”
For more information on the support offered by Water Efficiency Services, visit: waterefficiencyservices.co.uk
