In this episode of Waterfall, Mike is joined by Professor Maja Kutlaca from Durham University to explore why recycling has become part of everyday life while saving water still lags behind. Drawing on her research in social psychology, Maja explains how visibility, social norms and trusted messengers shape our behaviour, and why water saving often feels less urgent or personal. Together, they discuss how better communication, community leadership and simple tools like water meters could help make water conservation a normal, everyday habit.

00:00 – Introductions 01:00 – Recycling and water saving 03:13 – Why water saving is less visible 05:41 – Emotion and motivation 08:48 – Public trust and water saving 13:21 – Who should deliver messages 17:32 – Social pressure and habits 29:18 – Closing thoughts

Most football fans don’t realise just how many millions of litres of water are needed to keep pitches in top condition each season. In this episode, Mike chats with Jack Shuttleworth, founder of sustainable drainage company FORMA, to explore how cutting-edge systems at Everton and Hednesford Town are helping tackle water scarcity, flooding and pollution.  

Show notes

Inside Keys Park | A pitch special

Non-League. World-Class. Hednesford Town FC Unveils Next-Generation Pitch Technology - Hednesford Town FC 

Innovation in attenuation – ready for take-off - Government & Public Sector Journal

Water meter calculator - CCW