Canadians are still Overindulging in Surprising Ways when it comes to Conserving Water in the Home

A World Plumbing Day survey from the Canadian Institute of Plumbing & Heating reveals many Canadians are overusing instead of conscientiously conserving with respect to water consumption in the home

TORONTO, March 9, 2012 /CNW/ - World Plumbing Day, Sunday, March 11, shines a spotlight on the role that plumbing and water play in our health and safety while emphasizing the importance of water conservation. However, a World Plumbing Day survey1 commissioned by the Canadian Institute of Plumbing & Heating (CIPH) , a not-for-profit trade association representing Canada's manufacturers and wholesaler distributors of plumbing and hydronic heating products, reveals that Canadians are still overindulging when it comes to conservation of water in the home - and in more interesting ways than you would think.

The survey, conducted by Ipsos Reid, revealed majority of Canadians (53%) say they've been intimate with a partner in the shower - perhaps not the most conservation-conscious activity. Regionally, Quebecers are most likely to have engaged in intimate activity in the shower (58%), followed closely by Ontarians at 55%. Alberta is the least likely province to be sexy in the shower: only 41% of respondents admitted having the occasional tryst in the tub. Not surprisingly, with 63% responding in the affirmative, men were more willing to confess having a sensual shower with a partner than women (44%).

When it comes to overindulgence in one of the country's most precious resources, Canadians are no more conscious when it comes to conservation and every day, less risqué, uses of water in the home. Surprisingly, nearly four in ten Canadians (36%) are still leaving the water running while brushing their teeth and half of Canadians (50%) would still choose a shower head with high pressure over one that has high efficiency.

"The shower head finding exposes a common misconception that more sustainable water use in the home means sacrificing some of the pleasures of luxurious living, such as satisfying shower," says Ralph Suppa, President and General Manager of CIPH. "The Canadian Institute of Plumbing & Heating's membership is committed to water efficiency and conservation, but is also very aware of the quality Canadian consumers demand from their plumbing. With their pledge to new technology, our members are making innovative products that don't sacrifice quality or satisfaction to be more sustainable."

In addition to the mistaken belief that becoming more sustainable means sacrificing quality, another pervasive problem when it comes to water conservation in Canada is we tend to underestimate the significant improvement even one efficient plumbing fixture can have on a home's water usage.

For example, when asked how much water an average Canadian family can save in a year by installing a high-efficiency toilet, the answer was, on average, 3,032 litres. In actual fact, swapping out an older toilet for a high-efficiency unit can save nearly 20,000 litres of water in just one year2.

"That's why we support the World Plumbing Council as we celebrate World Plumbing Day. It raises awareness and educates the public about smart water use - a cause that's of great importance to CIPH and our members," adds Ralph.

CIPH has been instrumental in promoting World Plumbing Day across Canada, persuading over 20 Canadian municipalities, including Vancouver, Calgary, Edmonton, Saskatoon, Toronto, Halifax and St. John's, to officially declare March 11th World Plumbing Day.

"Water conservation is a national, if not global, issue. But at CIPH, we realize the lessons to be learned start at the local level in each and every Canadian household. We're hoping country-wide recognition of World Plumbing Day is just a first step towards a more water-wise Canada, no matter what you decide to do in the shower."

To learn more about wise water use, visit your local plumbing showroom.

To learn more about World Plumbing Day, visit

1 Poll conducted between March 2 to 5th, 2012 by Ipsos Reid on behalf of the Canadian Institute of Plumbing and Heating. A sample of 1,014 Canadians was interviewed with replies weighted to reflect a sample composition of the Canadian population according to Census data. All sample surveys and polls may be subject to error. 

2 Environment Canada,

About the Canadian Institute of Plumbing & Heating:
The Canadian Institute of Plumbing & Heating is a not-for-profit trade association. Founded in 1933, the Institute is a vibrant organization committed to providing members with the tools for success in today's competitive environment. More than 260 companies are members of this influential Canadian industry association. They are the manufacturers, wholesaler distributors, master distributors, manufacturers' agents and allied companies who manufacture and distribute plumbing, hydronic heating, industrial, waterworks and other mechanical products. CIPH wholesaler distributors operate more than 700 warehouses and showrooms across Canada. Total industry sales exceed $5 billion annually. For more information, visit

SOURCE Canadian Institute of Plumbing and Heating

For further information:

For more information or to arrange an interview with a CIPH spokesperson contact:
Maximilian Nchama
Cohn & Wolfe

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