By Michelle Miles, Founder of the Sustainable Wedding Alliance
Sustainability is a journey, and as many of you know, we’re here to walk it together. In our industry, we have made incredible strides in reducing single-use plastics, lowering our carbon footprints, and championing seasonal, local produce. However, my own journey recently took me to a place I hadn’t explored in depth before: the world of Water Literacy.
I’ve just completed the Water Literacy Programme, and I’ll be honest, it was an eye-opener. While we often focus on the waste we can see, water is the quiet, life-sustaining resource that we frequently take for granted. It is easy to assume that because we live in a relatively rainy part of the world, our supply is unlimited. But the reality is far more sobering. With the UK facing a potential water deficit of 4 billion litres a day by 2050, a tipping point Sir James Bevan famously called the “Jaws of Death”. It’s time for the wedding industry to dive deeper into water stewardship.
The Global Context: Why Water Literacy Matters Now
The UK Waterwise Strategy for 2030 highlights that our water resources are under increasing pressure from both climate change and rapid population growth. We are no longer looking at a problem for the distant future; we are seeing the effects now. From moratoriums on new water supplies in water-stressed areas like Sussex and Suffolk to the increasing frequency of summer droughts, the way we manage water today will determine the resilience of our businesses tomorrow.
For wedding businesses, water is a core operational requirement. Whether it’s a venue maintaining its grounds, a caterer preparing a feast, or a florist hydrating blooms, we are all part of the water cycle. By becoming “water literate,” we move past simple awareness and begin to understand the relationship between our business operations and the planet’s natural limits.
The Hidden Impact: Virtual Water
One of the most transformative lessons I learned on the course was the concept of “Virtual Water.” This refers to the hidden water used to create the products and services we provide. We often think about water usage in terms of what flows out of a tap at an event, but that is only the tip of the iceberg.
Consider the “water footprint” of a typical wedding:
- Textiles: A single cotton tablecloth or a set of napkins has a massive water footprint. To produce just one kilogram of cotton, it can take up to 10,000 litres of water. When we choose imported, mass-produced linens, we are essentially “importing” water from areas of the world that may already be suffering from water scarcity.
- Floristry: A bouquet of imported, out-of-season blooms requires significant water for growth, cooling, and transport. This “hidden” water is often overlooked in our sustainability audits.
- Catering: The food we serve is perhaps the most water-intensive element of any wedding. From the thousands of litres required to produce a kilogram of beef to the water used in industrial food processing, our menus have a profound impact on global water security.
When we talk about sustainability, we aren’t just talking about the taps; we’re talking about the water embedded in our entire supply chain. By choosing local, seasonal, and responsibly sourced products, we are making a proactive choice to reduce our virtual water footprint.
Moving from Awareness to Action: The Science of Change
The Water Literacy course uses the COM-B model (Capability, Opportunity, and Motivation) to explain how we can bridge the “intention-action gap.” We all want to be more sustainable, but we often lack the specific knowledge (Capability) or the right tools (Opportunity) to make it happen.
At the SWA, we believe that change happens when knowledge meets action. We aren’t aiming for “eco-perfection”; we are aiming for progress with purpose. To do this, we also look at the EAST framework, which suggests that for a new habit to stick, it must be:
- Easy: Making water audits simple and accessible.
- Attractive: Highlighting the business advantages, such as reduced utility bills and increased brand trust.
- Social: Creating a community of businesses that share their “quick wins” and support one another.
- Timely: Integrating water stewardship into our strategy work during the industry’s quieter months.
The Energy-Water Nexus: A Direct Path to Net Zero
It is impossible to talk about water without talking about energy. This is known as the Energy-Water Nexus. In the UK, treating, pumping, and heating water is an incredibly energy-intensive process. In fact, heating water (excluding space heating) accounts for about 17% of household energy use*.
In a wedding venue or a commercial kitchen, this percentage can be even higher. Every litre of hot water saved is a direct reduction in carbon emissions. By focusing on water efficiency, we are not just saving a precious resource; we are taking a significant leap toward our Net Zero goals. This is why water stewardship must be a primary measure of success for any future-thinking wedding business.
Sector Focus: What Can You Do?
Water literacy looks different for every business, but the opportunities for progress are everywhere.
For Wedding Venues:
The most immediate win for venues is identifying “continuous flow”, primarily leaking toilets and uncontrolled urinals. A single leaking toilet can waste up to 400 litres of water every single day. Multiply that across a large venue with multiple guest rooms, and the waste (and cost) is staggering. Implementing simple fixes, like dual-flush buttons that are easy to understand or sensor-operated taps, can save thousands of litres annually. Furthermore, venues can explore innovation such as rainwater harvesting for grounds maintenance, ensuring that drinking-quality water is reserved for drinking.
For Florists and Caterers:
For those in the supply chain, the focus is on virtual water. Florists can lead the way by sourcing from local growers who use sustainable irrigation methods or by using foam-free mechanics that require less water. Caterers can re-engineer menus to focus on lower-water-impact ingredients, reducing food waste, and working with suppliers who prioritise water stewardship.
For planners, stylists and smaller independent business:
Your role is to educate couples and make sustainable choices feel like the standard, not the exception. By recommending venues with robust water policies or suggesting “water-wise” styling choices, you empower couples to celebrate their love in a way that respects the planet.
Climate Justice and the Community
Finally, we must consider the social impact. Water is a shared resource, and in times of scarcity, the way businesses use water affects everyone. This is a matter of Climate Justice. By ensuring that our businesses are being responsible trustees of the water in our care, we protect the supply for our local communities, farmers, and ecosystems.
Our Commitment at the SWA: The Wedding Water Audit Initiative
The Sustainable Wedding Alliance is now officially committing to Water Stewardship as a core pillar of our mission. We believe that we are trustees of this planet, and it is our duty to ensure it thrives.
We are launching a new Wedding Water Audit Initiative to help our members and the wider industry understand their impact. We will be providing audit templates, “Water-Saving Action Plan” frameworks, and educational resources via our website. We are moving past “awareness only” and toward a future where every wedding is a celebration of both love and the natural world.
Together, we can make water-wise weddings the standard, not the exception. We invite you to join us on this journey. Start by asking the tricky but necessary questions: Do you know where your water is used? Do you have a plan for a low-water future?
Let’s make progress with purpose.
Ready to start your own journey? Check out the Water Literacy Programme to see how you can make a splash in your own business.
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