More than three quarters of Americans are more concerned about access to clean and safe water than other climate-related issues, according to a new international study.
The Ecolab Watermark study found access to clean and safe water is a paramount concern for consumers in every region of the world.
Conducted in partnership with Morning Consult, it found 81% of those surveyed in the U.S. are concerned about access to clean and safe water.
And they also consider businesses and governments to have the highest level of responsibility when it comes to funding for water conservation.
In addition, almost two thirds (65%) of those surveyed in the U.S agreed that businesses and manufacturers lack clear guidance and plans to combat water scarcity.
And even though less than half of U.S. consumers believe that business and government leaders care about climate change or water conservation, 70% remain optimistic that water scarcity can be effectively addressed.
In Latin America, 92% of respondents said they were more concerned about access to clean and safe water than other climate-related issues, such as pollution or climate change, while in China that figure was 85%.
According to the study, consumers are also willing to stop purchasing products that require a significant amount of water to produce, as well as pay more for goods that are made using sustainable business practices, particularly in IMEA (88%).
And on average, three out of four respondents across the globe believed that water scarcity can be effectively addressed, according to the study, with the optimism most evident in Latin America (84%).
According to the World Resources Institute, the planet is set to face a 56% water deficit by 2030, and 1.6 billion people will lack safely managed drinking water by 2023.
“If industry is not at the table to advocate and develop climate and water solutions that protect our communities, we will continue to fuel consumer sentiment that we’re not doing enough,” said Emilio Tenuta, Ecolab’s senior vice president and chief sustainability officer in a statement.
“By focusing solely on water and consumer perceptions of the ongoing crisis, the Ecolab Watermark Study provides unique insights on where and how stakeholders – whether its government, businesses, NGOs or even individuals – can work together to successfully address critical global challenges.
Will Sarni, the founder and chief executive of consultancy Water Foundry said in an email the real questions for customers and consumers are will they actually pay for access to safe drinking water through 21st century infrastructure and public policies.
“I believe the opportunities for the private sector are to leverage what they do best; innovation, investment and engagement with their workforce and communities to address our water challenges impacting economic development, business growth, ecosystem health and social well-being,” added Sarni.
Earlier this month, the WWF also published a new study, which warns nature and people in Europe are increasingly suffering from a lack of water due to decades of water mismanagement and degradation of freshwater ecosystems.
It calls for a new climate adaptation agenda that prioritises nature-based solutions to protect Europeans against climate hazards like drought.
And it also urges the swift adoption of the EU Nature Restoration Law to keep water in the landscape through free-flowing rivers, and restored wetlands and floodplains.
“If we don’t start restoring nature to keep water in the landscape – in floodplains, wetlands, free-flowing rivers and groundwater – we face a future of serious shortages for agriculture, drinking water and maintaining healthy ecosystems,” said senior water policy officer, Claire Baffert, in a statement.
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