5 Causes of Tomorrow: #5 Water Scarcity
The Colorado River, US, which has lost more than 10tn gallons of water in the last two decades
What’s the issue?
As the planet warms and populations grow, the UN expects a 40% shortfall in the world’s water supply within seven years. By 2025, the WHO warns that half the world’s population will live in water-stressed areas. Water shortages have begun to impact even the world’s wealthiest nations, such as the US, China and Germany, previously believed to be immune to such a crisis.
This water scarcity not only threatens lives, it threatens livelihoods. Almost three-quarters of publicly traded companies say they are exposed to water risks that could significantly alter their business.
It’s incumbent on water-intensive industries to reduce their usage, especially agriculture, which accounts for 90% of the world’s freshwater use, and fashion, which is responsible for 20% of global water waste. However, according to a recent report, most companies in the apparel, beverage, food and high-tech industries — four especially water-intensive sectors — have a long way to go before achieving their water sustainability targets.
What could brands do?
They could set ambitious targets, like PepsiCo’s vow to become net water positive by 2030, meaning they would replenish more water than they use. Alternatively, companies can set contextual targets like Levis - whose jeans require 3,800 litres of water to make - to encourage suppliers to use less water in water-scarce regions such as Egypt.
They could pioneer less water-intensive products. For example, Pangaia have blended seaweed fibre with organic cotton to create T-shirts that are significantly less water-intensive than conventional cotton, which requires 2,720 litres of water to produce.
They could drive innovation in water reduction technology, like Diageo who have launched five water-focused innovation challenges.
They could initiate water conservation campaigns, like our Affinity Water Save Our Streams campaign, which used comedians to draw attention to our water-wasting behaviours at home and remind people that they could save the local chalk streams where their water comes from.
Which brands could be a natural fit?
Any business that uses excessive amounts of water in its value chain, particularly those in water-intensive industries like fashion, food, beverage, and high-tech. Water utility providers who have a responsibility to encourage water saving behaviour at home.
Further reading
Why the world is facing an imminent water crisis
How major cities are running out of water
How fashion is still neglecting its water impact