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Unless we all act to reduce water use and wastage, in a few decades' time there will not be enough clean water*

We can protect the UK’s water together.

By changing simple habits, we can help prevent water extinction in near future.

What's the issue?

The Rain Paradox

In the UK, rain has always been common all year round. However, the perception of a constantly wet, water-rich nation is in stark contrast with the fact that we are in danger of running out of water.

UK Water Supply & Demand Projections through 2065

UK water supply is expected to begin exceeding demand “around 20 - 25 years from now, at which point, unless we take action to change things, we will not have enough water to supply our needs”. **


Sir James Bevan, Chief Executive of the Environment Agency, Waterwise Conference, 19 March 2019

Finish Manifesto

Finish has always strived to make even simple tasks more efficient.

We know that using a dishwasher is more efficient than handwashing in time and effort. And with Finish you can even skip the pre rinse and save precious water -  it’s a win-win.

So turn off the taps.

Why work harder when you can clean clever?

Skip the Rinse

By rinsing off dishes before running them in a dishwasher cycle, the average UK household unnecessarily sends thousands of precious litres of water down the drain each year.


Finish Quantum Ultimate’s powerful, effective chemistry allows for targeted cleaning and soil removal. This means there’s no need to rinse dishes prior to running them in a dishwasher cycle to get the perfect result!


So skip the pre-rinse, Save Water and Clean Clever.


OUR Content Partner

One of the largest non-profit scientific and educational organizations in the world whose interests include but are not limited to natural science and the promotion of environmental conservation.

Our Campaign Partner

Major campaign involving more than 40 environmental groups, charities, water companies and regulators, raising awareness of the importance of water and the role everyone plays in protecting it

Our Research Partner

British postgraduate and research-based public university with an international reputation for its transformational research and teaching in the science, engineering and management of water in the municipal, industrial and natural environments

United Kingdom

The Environment Agency is warning that the UK could face serious water shortages within the next 25 years. On average we receive 885mm of rain each year, but while parts of the UK seem wet most of the time, areas like East Anglia are actually semi-arid. As our population grows to around 75 million by 2050, and climate change brings hotter, drier summers, our water supply will drop dangerously unless we take positive action. At every level water conservation is crucial: conserving water could save our water future.

Partner content by Finish

LOCH NESS Scotland
Loch Ness is the largest of Scotland’s 31,000 freshwater lochs and contains more fresh water than all of the lakes in England and Wales combined.
Northeastern Scotland is prone to blizzards and on average has as many as 30 days of snowfall a year, compared to just five days for South West England.
BELFAST Northern Ireland
In summer 2018, drought conditions and high demand saw water tankered into parts of Belfast to counter low water pressure and an intermittent supply.
The UK’s mountains and highlands are especially wet, and the Lake District is one of the wettest areas, with around four meters of rain a year.
To supply its growing population, Birmingham receives 133 billion litres of water from Wales through a 63-mile aqueduct.
Cardiff is Britain’s wettest city, with on average over 1,150mm of rainfall each year. By contrast, London only gets around 550mm.
Rainfall in Cambridgeshire has been declining for 40 years, and in 2019 the River Cam dropped to its lowest April levels since records began.
LONDON England
Despite the stereotyping, London is the UK’s driest city with on average only 106 days of rain bringing around 600mm of rainfall—less than many Australian cities.
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Knowing where we waste water can inspire us to take positive action. There are many things that each and every one of us can do to reduce our water consumption and the actions we take as individuals can make a big difference. Collectively we need to reduce our water consumption to reduce the threat of severe water stress.

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Hover over the areas to find out more

Modern dual flush toilets use as little as 6 litres per flush or even less

High efficiency shower heads can use as little as 6 litres per minute, saving 20 litres per five-minute shower

An automatic washing machine typically uses 12 litres per kilo of clothes compared to 36 litres per kilo for hand washing

A dishwasher uses just 12 litres per full load, saving 37 litres each time against handwashing in a sink

Taps fitted with flow-controlled aerators can use less than 800mm of water per minute, saving over 8 litres per minute

Installing a drip irrigator uses just 4 litres per hour, saving as much as 996 litres per hour


On average, across the UK we use approximately 143 litres of water per person each day. A lot of this water is unnecessarily wasted, which is why it is crucial that we all know where our water goes.

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Hover over the areas to find out more