Half of adults (49%) in England place more sentimental
value on their homes this year compared to last year, but
many people do not know that they may need to take action
to protect their household memories from a flood.
According to new research commissioned for the Environment
Agency’s Flood Action Campaign, homes have taken on a
multitude of new purposes over the past year – from
workplaces (35%) and classrooms (13%) to hair salons (29%)
and gyms (39%). They have also become the setting for
important memories for many people, including milestone
birthdays (19%), starting a new job (13%), marriage
proposals (9%) and learning a new skill (15%).
The research, released to coincide with Flood Action Week
(9th – 15th November), highlights how flood damage could
have an even more devastating impact on victims than usual
this winter.
The findings showed that one in eight (12%) people have no
idea whether they live in a flood risk area, meaning
millions could be at risk of being caught out by a flood.
This makes it more important than ever for everyone to
check their flood risk online, and for those in flood risk
areas to follow the Environment Agency’s Prepare. Act.
Survive.’ plan to safeguard their treasured homes and
possessions.
Caroline Douglass, Director of Incident Management &
Resilience at the Environment Agency said:
“Our new research shows that our homes are more important
to us than ever before, meaning that the impact of a flood
this winter could be even more devastating.
“While the Environment Agency is doing everything we can to
prepare for the winter, the climate emergency means that we
are experiencing more extreme wet weather than ever before.
“Just as they will be aware of Covid 19 restrictions, we’re
urging everyone to check whether they live in an area at
risk from flooding and know the simple steps to remain
prepared – such as moving possessions upstairs and
preparing a grab bag with medicines and important
documents. This will help reduce the damage and keep
yourself and your family safe.”
As well as demonstrating how much people value the space
they live in, the research also highlighted items which
have the most sentimental value in their homes and could be
lost forever in the event of a flood. Over a third (39%)
have kept treasured items that had been given to them by a
loved one no longer alive, with the most valued items
including photos of loved ones (62%), sentimental jewellery
(30%), keepsakes from children (29%) and sentimental
ornaments (27%). To bring to life the impact a flood could
have, the Environment Agency has created ‘The Waterlogue’ – a
new creative film showing flood damaged items and telling
the impactful and sentimental story behind possessions that
are lost forever.
The Environment Agency has adopted Covid-safe ways of
working in helping to protect people from flooding and are
calling for people to be prepared this winter. Simple steps
should be taken, such as checking if you live on an area at
high risk of flooding, preparing a bag with medication and
important documents and moving valuable and sentimental
items upstairs or to a safe place. A combination of these
actions can reduce the damage caused by a flood by around
40%.
