Does rainy England really need to save water? dannysavage has the full story on the BBCNewsTen
The tone of Sir James' warnings is more strident than we're used to. Phrases like"existential threat" and"jaws of death" are, he admits, designed to jolt people into facing uncomfortable truths.
What's more, they say, reservoirs in a water shortage area like the Thames Valley is not a wise solution. And they will fight on.Alongside action being taken by the government, water companies and regulators, Sir James wants the public to use less water, and use it more efficiently. "In the last two years we've changed behaviour on plastic. We need water wastage to be as socially unacceptable as blowing smoke in the face of a baby or throwing your plastic bags into the sea.
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