Businesses, communities, and ecosystems everywhere depend on clean freshwater to survive and prosper. Global demand for freshwater however, continues to grow, while many water sources are showing signs of stress.

Companies that understand these trends shaping the global business environment will be better positioned to identify new market opportunities, mitigate risk, develop sustainable strategies, and create shareholder value.

While water is a global issue, the impacts are felt locally. The value of water on communities and the understanding of this value vary widely based on water availability, climate, culture, industry, the local environment and the infrastructure in place. The value of water can even vary extensively within one community with alternative water uses resulting in competing interests such as jobs versus food.

Water is an issue for both the developed and developing worlds. Today, many in our developed world take water for granted; they assume that it will always be available at minimal cost and that their activities will have no lasting effect on future access. This seems to be mainly due to the perception of an abundant water supply and the low cost of water in many countries. Research has shown that even in countries that experience water shortages, water is usually one of the cheapest raw materials. Water may be well understood but it is certainly not well enough valued. It is only by raising awareness that change can be brought about in behavior and attitudes.

It is becoming ever more apparent that all of us need to take action toward conservation now. Business is part of any sustainable water solution and requires all employees from the shop floor to top management to understand the value of water. Water is a human right not a business right. If business is going to continue to use fresh water over the long term, we need to understand our own impacts, and how we can reduce them. To gain this understanding, organizations should be encouraged to look at the water footprint of their products and services including buildings, services, manufacturing and the amount of water used in the life cycle of any products. This information can then be used to identify areas of high water impact, develop new solutions for improving water efficiency and reduce overall water usage.

Perspectives

• 450 million people in 29 countries suffer from water shortages.
• 1.1 billion people still lack access to safe drinking water and 2.4 billion lack access to improved sanitation.
• Lack safe water and sanitation results in hundreds of millions of cases of diseases, and 5 million deaths, every year.
• In less than 25 years two thirds of the world’s people will be living in water stressed countries.

Water is the most basic element of life on the planet—it will be celebrated as a fundamental life-giving resource. Opportunities to create understanding and enjoyment of water will be encouraged throughout the design or buildings, infrastructure and landscapes. Elements which celebrate the profound value of this resource on both material and spiritual levels deserve serious consideration. Designs will recognize the communal, cultural, historical, spiritual and poetic possibilities of the use of water and its central role as a precondition for life. Sustainable Development is a very simple idea. It is about ensuring a better quality of life for everyone, now and for generations to come.