Barriers/Benefits of Installing Low Flow Showerheads

Anna, The State of California's Department of Community Services' Weatherization program has been effectively installing showerheads for decades. I am sure they have case studies on this.

If you are starting a program for this measure, I suggest that you refrain from calling it a "low flow" showerhead, and refer to it as a "Water Efficient" showerhead. Same with kitchen and lavatory aerators.

Alice La Pierre
City of Berkeley
Energy Efficiency Coordinator

Alice La Pierre
City of Berkeley
United States

To add to that, even the wording "water efficient" in terms of a showerhead has been found in research by the UK's Department of Food and Rural Affairs to have negative connotations.

Quotes (initial numbers are paragraph number):
4.21 When participants were given information on different showers in the groups and asked to choose their ideal shower, most participants ignored the information on water consumption and did not engage with this at all even when prompted. Most chose showers based on aesthetics, brand and price, water use was not a primary consideration. When asked about the possibility of buying water efficient showers most participants were not positive. This is because there is a general feeling that water efficient showers may not be as good in terms of power and therefore effectiveness.

...

7.47 Participants do not anticipate a drop in performance for most [water efficient domestic] appliances. This assumption is based on their belief that there was no drop in performance when energy efficiency standards were introduced. It is also founded in their trust in the different brands ability to manufacture machines that achieve a good balance between performance and water efficiency.

7.48 Showers are the exception to this as participants find it hard to understand how good power can be achieved with less water. In this scenario, they fear that increased water efficiency can only be achieved through a decrease in performance or an increase in energy.

Source: Owen, Liz., Bramley, Hetta, and Tocock, Jo. (2009). Public understanding of sustainable water use in the home: A report to the Department for Environment, Food and Rural Affairs.. Synovate. Defra, London.

An implication of this research is that "water efficent showers" should be able to sell themselves on quality, look and effectiveness without mentioning their water use.

Tom Veitch
Community Programme Manager
Global Action Plan
United Kingdom