What to do about Wessex water price increase?

Can we just refuse to pay the 20%markup? They're paying out millions in divends and honestly I don't see why I now have to pay more for a service that is destroying our waterways anyway because the CEO doesn't understand basic finance skills like not paying out the money you need to perform basic maintenance and expansion for a growing population which is increasing revenues anyway.

Bristol now has the third most expensive water in the country.