Seven in 10 Brits concerned about health of their local river, Chivas Brothers survey finds
Seven in 10 (69%) Brits are concerned about the health of their local river while 84% are concerned about the health of UK waterways more generally, according to a new survey of 2,000 people conducted by Chivas Brothers, the Pernod Ricard business dedicated to Scotch whisky.
Despite this, awareness and understanding of the specific issues facing rivers and the associated solutions is limited among the general public.
While more than seven in 10 (74%) are aware that rising temperatures negatively impact river health, three in 10 (31%) incorrectly believe that decreased water flows lower the impact of pollution and nearly a quarter (23%) incorrectly believe that tree planting on the banks of rivers is detrimental to river health. When presented with six images of rivers – three healthy and three unhealthy – just 8% of the public were able to identify all correctly.
According to a report from The Rivers Trust – the umbrella organisation for 65 member Rivers Trusts across Britain, Northern Ireland and Ireland – large stretches of these vital networks have deteriorated due to the combined impact of human intervention and climate change.
While significant efforts are underway to protect and restore the rivers and waterways of the UK, more than three quarters (76%) of people believe that not enough is being done. This demonstrates the critical need to raise awareness of the work being undertaken by the charitable organisations dedicated to safeguarding these vital ecosystems.
In March 2024, Chivas Brothers launched The River Within, a long-term programme in partnership with three Scottish river trusts – the Deveron, Bogie and Isla Rivers Charitable Trust, Findhorn, Nairn and Lossie Rivers Trust, and the Spey Catchment Initiative – to support the delivery of habitat restoration projects to ultimately preserve, protect and improve the health of Scotland’s rivers and waterways.
Elle Adams, Strategy Lead at Findhorn, Nairn and Lossie Rivers Trust commented:
“Many of the issues faced by rivers, burns and waterways are not obvious without an understanding of the wider landscape. One of the key ambitions of The Findhorn Watershed Initiative is to inspire a local culture of nature connection. Enhancing peoples’ understanding of, and connection to, their local river environment is fundamental to our nature restoration work.”
The survey also highlighted how important rivers are to the public. For 92% of respondents, rivers are critical in making their country a beautiful place to live and visit. Over one in five people (22%) visited their nearest river in the past week, while more than three quarters (76%) have done so in the past year. Whether for relaxation and mental well-being (37%), exercise (36%), or wildlife observation (23%), rivers play a vital role in the daily lives of many.
Ronald Daalmans, Sustainability Director at Chivas Brothers commented: “Water is one of just three ingredients used to make whisky and the lifeblood that runs through the communities of which we are a part. As a business with a vision to safeguard the future of Scotch whisky, we must work to protect the environments we rely on, not only for ourselves but all those around us.
“Therefore, its responsible use is integral to our efforts to become the leaders of whisky’s waste-free future, along with energy reduction and decarbonisation, regenerative agriculture and reimagining our packaging.
“We acknowledge that increasing education is essential to build stronger support to protect and enhance our rivers and waterways. Programmes like The River Within will bolster public awareness of the issues faced and act as the catalyst for continued change in this area.”
Since The River Within launched, Chivas Brothers has been working closely with its partners to target projects that will improve river resilience and biodiversity. Three projects have begun including a fluvial audit & topographical study, riparian planting, woodland restoration and fencing to promote natural regeneration of an ancient riverine woodland, the outcomes of which will help to mitigate the impact of climate change and biodiversity loss on Scotland’s waterways and riverbanks.
More information on the projects in development will be shared in the near future.
Methodology
Between the 9th and 13th August 2024, Chivas Brothers commissioned Opinium to conduct an online survey of:
- 2,000 UK adults (weighted to be nationally representative)
