Ecolab, a global sustainability water solutions and services supplier, announced the most recent Watermark Study findings. According to results, consumers around the world are growing increasingly concerned about the effects of climate change on water supplies.
80% of Chinese, 69% of IMEA, and 65% of Latin American consumers have shunned companies that use water in excess throughout manufacturing processes. Furthermore, most (93% in China, 86% in IMEA, and 75% in LA) would pay a 1-4% premium for sustainably made products.
Insight from 2023 Trends:
- Access to Clean Water Proves Worrisome: The climate crisis and resulting water scarcity have left consumers concerned about access to clean, safe supplies.
- Businesses and Governments Must Take Responsibility: Many individuals believe larger entities do not care about the water issues or their role in mitigating crises.
- Certain Industries Must Adopt Sustainable Practices: According to public opinion, agriculture, manufacturing, and food/beverage industries are most responsible for the overconsumption of water.
- Consumers Distrust Businesses and Governments: Because of the lack of action regarding water conservation, consumers (>50%) have expressed distrust toward European and American governments.
The study also concluded that consumers in high-density urban areas reported uneasiness about these issues more than those in rural communities. Emilio Tenuta, senior vice president and chief sustainability officer at Ecolab, said, “Whether it is a prolonged heatwave, strained infrastructure, or unequal access to clean air and water, these concerns are now rising to the top for those living and working in major cities around the world.”
Additional U.S.-Specific Trends:
- Heightened Awareness: Tenuta adds, “Consumers in urban areas are showing a new awareness of these challenges.” In fact, 73% believe the climate crisis has a large role in their lives.
- Taking Personal Responsibility: American adults believe they must take individual action to address the climate crisis and water scarcity. 33% choose sustainable companies with safe water practices and 71% say they’re optimistic about their preservation efforts.
- Worries About Future Infrastructure: While most of the population has reliable access to safe water, many have grown increasingly worried about how scarcity will affect future generations.
Ultimately, the study shows more consumers are making conscious efforts to limit water consumption and adopt sustainable practices. The majority would like authoritative agencies and corporations to follow suit in helping manage current and potential issues.
