U.S. survey gauges public perceptions of tap water

Consumers place the most trust in water utilities and scientists to provide them information about their tap water compared to other entities, according to a survey conducted by Morning Consult on behalf of the American Water Works Association (AWWA).

The May 2024 poll, called “Public Perceptions of Tap Water,” obtained 2,010 responses from adults served by water utilities in the United States. This was the fifth annual nationwide survey produced for AWWA.

Seventy percent of respondents said they trust their water utility “a lot” or “some” for information about their water, with scientists close behind at 68%. Trust in utilities was higher among White respondents (76%) than Hispanic respondents (73%) and Black respondents (65%).

Water affordability remains a big concern among respondents. More than one in three (34%) report that they struggle to pay water bills on time. Of those who report struggling to pay their water bills, 83% would support a federal assistance program. Nearly 77% of all respondents would support such a program.

As in previous surveys, patterns emerged in water quality ratings based on the race, income and gender of respondents. Nearly three in four survey respondents (72%) view the water in their home as safe, but Black and Hispanic respondents rated their water quality lower than White respondents. Those who did not struggle to pay their water bills rated water quality 10 points higher than those who struggled to pay. Male respondents rated water quality 11% higher than female respondents.

“This year’s survey continued several trends from previous surveys about consumers trusting tap water and the value of memorable communication,” said Matthew Junker, public relations specialist for the Municipal Authority of Westmoreland County in Greensburg, Pennsylvania, chair of AWWA’s Public Affairs Council, and a member of the survey’s steering committee. 

“The survey also introduced new information to us, like 70% of respondents feel water utilities contribute to public health and 80% of respondents agree that safe drinking water is vital for economic growth and a thriving community,” he added.

As in previous surveys, recalling communication from water utilities other than a bill was associated with more positive perceptions of tap water. Respondents who remembered receiving recent communication from water utilities were three times more likely to say the safety of their water supply has gotten better over the past five years.

“It is so important that our communities understand how water is managed, treated, tested and delivered,” said AWWA President Cheryl Porter. “The simple act of talking about what goes into delivering safe and affordable water can have a big impact on how people perceive water quality, regardless of their ethnicity or income.

“Still, the best way to build trust with our communities and increase confidence in our water is to dedicate ourselves every day to providing safe, reliable service,” she added.

A written and visual summary of the survey results are available on AWWA’s Value of Water page.