With the world facing a worsening water crisis, a huge public survey found that water pollution is the number one environmental issue for people globally, topping even climate change, and that there is a growing appetite for efforts to tackle water challenges, including greater emphasis on the protection and restoration of freshwater ecosystems and on collective action by companies.
Published just ahead of World Water Day by WWF and GlobeScan, The Future Water Agenda: How water can lead the way for sustainability and collective action details the top global concerns, with water pollution viewed as a ‘very serious’ issue by 63% of people. Three other water issues – depletion of natural resources, water scarcity and loss of nature – were in the top 10, in addition to climate change, which primarily impacts societies and economies through water.
Majorities of people feel personally affected by both water pollution and shortages across Europe, Asia-Pacific, Africa, and Latin America, with the largest numbers in Latin America where 89% of people have been impacted by water pollution and 82% by shortages.
Over 300 global experts echoed these concerns, with majorities expecting water issues to become even more important in the next 3-5 years – flooding (89%), scarcity (81%), pollution (78%), and protection and restoration of freshwater ecosystems (81%).
“Water challenges are high on people’s list of global problems. Around the world, pollution, droughts, floods and the loss of freshwater biodiversity are increasingly threatening people’s livelihoods, communities and economies – and they are calling for action,” said Jason Walters, Program Director at GlobeScan. “Both the public and experts agree: water crises are a growing risk for communities, business, and global value chains, and yet not nearly enough is being done to tackle them.”
According to the survey, more than two-thirds of people believe governments and companies are most responsible for conserving and protecting water, yet most people view the performance of both as poor. Most experts in the survey also rated private sector performance on water stewardship as poor, with every sector ending up with a negative overall rating – ranging from -12 (food/beverage) to -68 (chemicals/plastics).
While experts agreed with the current focus on reducing water usage and sectoral collaboration, they pointed to key missing pieces – particularly engagement in collective actions in river basins, dependencies in value chains, and mobilizing finance for solutions, including nature-based solutions.
Interestingly, it is not just experts who believe companies are on the wrong track. The public also feels they have their stewardship priorities wrong. While companies focus on efficient water use followed by WASH (water, sanitation and hygiene), ecosystems, and finally water quality, people would prefer them to do the exact opposite with reducing pollution (37%) and protecting rivers, lakes and other freshwater ecosystems (30%) way above WASH (20%) and using less water in their operations (12%).
“Companies are facing growing water risks, and they are doing a poor job of tackling them. Narrowly focussing on their own direct operations is not only failing to build resilience to physical risks but also creating poor perceptions among the public, which could result in serious reputational risks,” said Alexis Morgan, WWF Global Water Stewardship Lead.
“This unprecedented research is a wake up call for the private sector: it is time for companies to transform their approach to water stewardship by investing in collective action in river basins and publicly advocating for policies to protect and restore freshwater ecosystems,” added Morgan.
Critically, 39% of experts identified investors as the biggest potential driving force behind this transformation. So far, most of the pressure to engage in collective action has come from NGOs and other companies – pressure that has been all too easy to ignore.
The expert survey also highlighted some other critical issues:
80% of experts strongly agree that water needs the same level of urgency and resources as climate and biodiversity;
70% of experts strongly agree that water stewardship needs to be more integrated with companies’ other sustainability programmes (e.g., climate, nature); and
94% feel it is important to integrate water stewardship into nature-based solutions.
Indeed, the research suggested multiple benefits of focusing on the restoration of freshwater ecosystems, which experts view as important and credible and which the public also perceives positively. In particular, the restoration of wetlands, which tackles both water quality (the top issue for the public) and floods (the biggest risk according to experts), holds significant promise. To this extent, the work highlights the potential of the Freshwater Challenge – the world’s largest freshwater protection and restoration initiative – as a pathway for both governments and corporate partners to take effective action.
Overall, the Future Water Agenda report is clear that current efforts are not addressing worsening water risks: half of the world’s population already faces water scarcity, more than half the world’s food production is at risk of failure within the next 25 years due to the water crisis, extreme floods and droughts are increasing, freshwater species populations have plummeted by 85% since 1970, and some regions could see a 6% decrease in GDP due to water scarcity by 2050.
The research points to some key shifts in water stewardship that would accelerate action and deliver greater impact and resilience, including positioning water as a connector, strengthening water stewardship practices across entire value chains, and investing in collective action in priority river basins.
“One of the most interesting findings of the report was the very strong level of public and expert support for corporate advocacy on water – with 70% of people strongly supporting companies speaking out and taking sides on government action to protect freshwater,” said Walters. “This shows that companies have public backing to advocate for collective action. Considering how influential companies are, broader corporate advocacy on this issue could be the key to unlocking the resources needed to build more resilient river basins.”
But it is not just about speaking publicly. It is also critical to use the right words. Another fascinating aspect of the survey was the need for more compelling communications on water. For the public, ‘protecting water’ and ‘pollutant free’ were the most positively perceived water-related terms when it comes to corporate action, while ‘water positive’ was the most poorly perceived. Experts also felt that targets such as ‘restoration of ecosystems’ and ‘protection of rivers, lakes and wetlands’ were more credible than terms such as ‘water positive’ or ‘replenish’.
“Water challenges are complicated enough without companies and NGOs continuing to use jargon that is meaningless to the general public. This research shows that there are huge numbers of people concerned about water challenges and ready to support action but we are not speaking their language,” said Morgan. “If we communicate better, we can rally people, companies and governments behind the most effective action. And in a world that is facing many challenges and divides, we can use water to bring us together – and drive action that will benefit people, businesses and the planet.”
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PUBLIC/CONSUMER VIEWS
Headline Insights from the Global Survey of 30,000 People across 31 countries and territories
Water pollution ranked first globally as the most serious environmental issue
6 in 10 people feel personally affected by both water pollution and shortages, representing majorities of people in 20 countries
Over 60% of people in all 31 countries and territories believe countries should actively support policies to protect freshwater
More than ⅔ of people believe governments and companies are most responsible for conserving and protecting water, yet most people view the performance of both as poor
For the public, “protecting water” and “pollutant free” are the most positively perceived water related terms in relation to corporate action, while “water positive” was the most poorly perceived.
The program leveraged GlobeScan’s 2024 Healthy & Sustainable Living Research, an online survey of 30,216 consumers across 31 countries and territories. The survey included new questions designed specifically for the Shaping the Future Water Agenda program. The survey was conducted between July and August 2024 in Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Kenya, Mexico, Netherlands, Nigeria, Peru, Portugal, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Thailand, Türkiye, UK, USA & Vietnam.
EXPERT VIEWS
Headline Insights from the Global Survey of over 350 Expert Stakeholders
80% of experts strongly agree that water needs the same level of urgency and resources as climate and biodiversity
70% of experts strongly agree that companies’ water programs and stewardship need to be much more integrated with their other sustainability programs (e.g., climate, nature/biodiversity)
84% of experts strongly agree that water ecosystems are an essential part of nature-based solutions (NbS)
68% of experts strongly agree that companies need to put much more effort into addressing upstream impacts
Nearly 50% of experts see ecosystem restoration as meaningful and credible, while only 13% see water positive in the same light.
Published just ahead of World Water Day by WWF and GlobeScan, The Future Water Agenda: How water can lead the way for sustainability and collective action details the top global concerns, with water pollution viewed as a ‘very serious’ issue by 63% of people. Three other water issues – depletion of natural resources, water scarcity and loss of nature – were in the top 10, in addition to climate change, which primarily impacts societies and economies through water.
Majorities of people feel personally affected by both water pollution and shortages across Europe, Asia-Pacific, Africa, and Latin America, with the largest numbers in Latin America where 89% of people have been impacted by water pollution and 82% by shortages.
Over 300 global experts echoed these concerns, with majorities expecting water issues to become even more important in the next 3-5 years – flooding (89%), scarcity (81%), pollution (78%), and protection and restoration of freshwater ecosystems (81%).
“Water challenges are high on people’s list of global problems. Around the world, pollution, droughts, floods and the loss of freshwater biodiversity are increasingly threatening people’s livelihoods, communities and economies – and they are calling for action,” said Jason Walters, Program Director at GlobeScan. “Both the public and experts agree: water crises are a growing risk for communities, business, and global value chains, and yet not nearly enough is being done to tackle them.”
According to the survey, more than two-thirds of people believe governments and companies are most responsible for conserving and protecting water, yet most people view the performance of both as poor. Most experts in the survey also rated private sector performance on water stewardship as poor, with every sector ending up with a negative overall rating – ranging from -12 (food/beverage) to -68 (chemicals/plastics).
While experts agreed with the current focus on reducing water usage and sectoral collaboration, they pointed to key missing pieces – particularly engagement in collective actions in river basins, dependencies in value chains, and mobilizing finance for solutions, including nature-based solutions.
Interestingly, it is not just experts who believe companies are on the wrong track. The public also feels they have their stewardship priorities wrong. While companies focus on efficient water use followed by WASH (water, sanitation and hygiene), ecosystems, and finally water quality, people would prefer them to do the exact opposite with reducing pollution (37%) and protecting rivers, lakes and other freshwater ecosystems (30%) way above WASH (20%) and using less water in their operations (12%).
“Companies are facing growing water risks, and they are doing a poor job of tackling them. Narrowly focussing on their own direct operations is not only failing to build resilience to physical risks but also creating poor perceptions among the public, which could result in serious reputational risks,” said Alexis Morgan, WWF Global Water Stewardship Lead.
“This unprecedented research is a wake up call for the private sector: it is time for companies to transform their approach to water stewardship by investing in collective action in river basins and publicly advocating for policies to protect and restore freshwater ecosystems,” added Morgan.
Critically, 39% of experts identified investors as the biggest potential driving force behind this transformation. So far, most of the pressure to engage in collective action has come from NGOs and other companies – pressure that has been all too easy to ignore.
The expert survey also highlighted some other critical issues:
80% of experts strongly agree that water needs the same level of urgency and resources as climate and biodiversity;
70% of experts strongly agree that water stewardship needs to be more integrated with companies’ other sustainability programmes (e.g., climate, nature); and
94% feel it is important to integrate water stewardship into nature-based solutions.
Indeed, the research suggested multiple benefits of focusing on the restoration of freshwater ecosystems, which experts view as important and credible and which the public also perceives positively. In particular, the restoration of wetlands, which tackles both water quality (the top issue for the public) and floods (the biggest risk according to experts), holds significant promise. To this extent, the work highlights the potential of the Freshwater Challenge – the world’s largest freshwater protection and restoration initiative – as a pathway for both governments and corporate partners to take effective action.
Overall, the Future Water Agenda report is clear that current efforts are not addressing worsening water risks: half of the world’s population already faces water scarcity, more than half the world’s food production is at risk of failure within the next 25 years due to the water crisis, extreme floods and droughts are increasing, freshwater species populations have plummeted by 85% since 1970, and some regions could see a 6% decrease in GDP due to water scarcity by 2050.
The research points to some key shifts in water stewardship that would accelerate action and deliver greater impact and resilience, including positioning water as a connector, strengthening water stewardship practices across entire value chains, and investing in collective action in priority river basins.
“One of the most interesting findings of the report was the very strong level of public and expert support for corporate advocacy on water – with 70% of people strongly supporting companies speaking out and taking sides on government action to protect freshwater,” said Walters. “This shows that companies have public backing to advocate for collective action. Considering how influential companies are, broader corporate advocacy on this issue could be the key to unlocking the resources needed to build more resilient river basins.”
But it is not just about speaking publicly. It is also critical to use the right words. Another fascinating aspect of the survey was the need for more compelling communications on water. For the public, ‘protecting water’ and ‘pollutant free’ were the most positively perceived water-related terms when it comes to corporate action, while ‘water positive’ was the most poorly perceived. Experts also felt that targets such as ‘restoration of ecosystems’ and ‘protection of rivers, lakes and wetlands’ were more credible than terms such as ‘water positive’ or ‘replenish’.
“Water challenges are complicated enough without companies and NGOs continuing to use jargon that is meaningless to the general public. This research shows that there are huge numbers of people concerned about water challenges and ready to support action but we are not speaking their language,” said Morgan. “If we communicate better, we can rally people, companies and governments behind the most effective action. And in a world that is facing many challenges and divides, we can use water to bring us together – and drive action that will benefit people, businesses and the planet.”
—
PUBLIC/CONSUMER VIEWS
Headline Insights from the Global Survey of 30,000 People across 31 countries and territories
Water pollution ranked first globally as the most serious environmental issue
6 in 10 people feel personally affected by both water pollution and shortages, representing majorities of people in 20 countries
Over 60% of people in all 31 countries and territories believe countries should actively support policies to protect freshwater
More than ⅔ of people believe governments and companies are most responsible for conserving and protecting water, yet most people view the performance of both as poor
For the public, “protecting water” and “pollutant free” are the most positively perceived water related terms in relation to corporate action, while “water positive” was the most poorly perceived.
The program leveraged GlobeScan’s 2024 Healthy & Sustainable Living Research, an online survey of 30,216 consumers across 31 countries and territories. The survey included new questions designed specifically for the Shaping the Future Water Agenda program. The survey was conducted between July and August 2024 in Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Kenya, Mexico, Netherlands, Nigeria, Peru, Portugal, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Thailand, Türkiye, UK, USA & Vietnam.
EXPERT VIEWS
Headline Insights from the Global Survey of over 350 Expert Stakeholders
80% of experts strongly agree that water needs the same level of urgency and resources as climate and biodiversity
70% of experts strongly agree that companies’ water programs and stewardship need to be much more integrated with their other sustainability programs (e.g., climate, nature/biodiversity)
84% of experts strongly agree that water ecosystems are an essential part of nature-based solutions (NbS)
68% of experts strongly agree that companies need to put much more effort into addressing upstream impacts
Nearly 50% of experts see ecosystem restoration as meaningful and credible, while only 13% see water positive in the same light.