Marking the State of Water Stewardship
If no one leads on water, the world will run dry. Under current conditions, the World Resources Institute projects that our planet faces a 56% water deficit by 20301. The lasting effects of water stress impact the communities where we work and thrive, compelling businesses, governments and individuals alike to take urgent action. As a global leader in water, Ecolab releases the Ecolab Watermark Study every year to learn where and how to protect this finite resource. By understanding the views and needs of the general population, Ecolab builds the business case for positive change towards a water-secure future.
Key Insights From 2024
Access to clean and safe water remains a significant climate concern for consumers around the world. Governments and businesses continue to be seen as primarily responsible for water conservation, but consumers in some regions do not believe these leaders care enough about water or climate changes. The agricultural, food and beverage, and manufacturing industries are perceived as the most responsible for water use and conservation. Meanwhile, consumers continue to demonstrate their commitment to sustainability through their purchasing habits.
Percentage of consumers that list clean and safe water as a significant environmental concern.2
![Map of LA](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/LA_550x310-png.png?h=311&iar=0&w=551&hash=FD37121DFA2E05F91E4DCA53E155AC2A)
Latin America
![Map of China Mainland](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/China-Mainland_550x310-png.png?h=311&iar=0&w=551&hash=5BDD64939B23574ED38BDEDDDF9582EB)
China*
![Map of US](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/US_550x310-png.png?h=311&iar=0&w=550&hash=019B8549CDDFE6C2E950F8AB0599EB85)
United States
![Map of IMEA](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/IMEA_550x310-png.png?h=311&iar=0&w=550&hash=E99F7695A92D998FD9B95EFD8D038B2A)
IMEA
![Map of EU](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/Europe_550x310-png.png?h=311&iar=0&w=551&hash=861DB869D749103A51C8065BAD3A65BD)
Europe
![Map of AP](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/Asia-Pacific_550x310-png.png?h=311&iar=0&w=551&hash=C3FC106D5B3B68E6E424F4A538DFE98D)
Asia Pacific
Percentage of consumers that believe governments and businesses have made significant progress towards their climate and sustainability goals.3
![Map of China Mainland](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/China-Mainland_550x310-png.png?h=311&iar=0&w=551&hash=5BDD64939B23574ED38BDEDDDF9582EB)
China*
88%
Government
86%
Manufacturer/
Businesses
![Map of IMEA](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/IMEA_550x310-png.png?h=311&iar=0&w=550&hash=E99F7695A92D998FD9B95EFD8D038B2A)
IMEA
80%
Government
73%
Manufacturer/
Businesses
![Map of LA](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/LA_550x310-png.png?h=311&iar=0&w=551&hash=FD37121DFA2E05F91E4DCA53E155AC2A)
Latin America
58%
Government
58%
Manufacturer/
Businesses
![Map of AP](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/Asia-Pacific_550x310-png.png?h=311&iar=0&w=551&hash=C3FC106D5B3B68E6E424F4A538DFE98D)
Asia Pacific
49%
Government
52%
Manufacturer/
Businesses
![Map of US](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/US_550x310-png.png?h=311&iar=0&w=550&hash=019B8549CDDFE6C2E950F8AB0599EB85)
United States
41%
Government
40%
Manufacturer/
Businesses
![Map of EU](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/Europe_550x310-png.png?h=311&iar=0&w=551&hash=861DB869D749103A51C8065BAD3A65BD)
Europe
32%
Government
35%
Manufacturer/
Businesses
Percentage of consumers that see the agriculture, food and beverage and manufacturing industries as most responsible for water conservation.4
![Map of EU](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/Europe_550x310-png.png?h=311&iar=0&w=551&hash=861DB869D749103A51C8065BAD3A65BD)
Europe
39%
Agriculture
32%
Food and Beverage
32%
Manufacturing
![Map of US](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/US_550x310-png.png?h=311&iar=0&w=550&hash=019B8549CDDFE6C2E950F8AB0599EB85)
United States
38%
Agriculture
32%
Food and Beverage
30%
Manufacturing
![Map of IMEA](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/IMEA_550x310-png.png?h=311&iar=0&w=550&hash=E99F7695A92D998FD9B95EFD8D038B2A)
IMEA
38%
Agriculture
31%
Food and Beverage
31%
Manufacturing
![Map of LA](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/LA_550x310-png.png?h=311&iar=0&w=551&hash=FD37121DFA2E05F91E4DCA53E155AC2A)
Latin America
36%
Agriculture
39%
Food and Beverage
23%
Manufacturing
![Map of AP](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/Asia-Pacific_550x310-png.png?h=311&iar=0&w=551&hash=C3FC106D5B3B68E6E424F4A538DFE98D)
Asia Pacific
30%
Agriculture
33%
Food and Beverage
38%
Manufacturing
![Map of China Mainland](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/2023-Sustainability-Page-Updates/Watermark-Study-2023/China-Mainland_550x310-png.png?h=311&iar=0&w=551&hash=5BDD64939B23574ED38BDEDDDF9582EB)
China*
22%
Agriculture
32%
Food and Beverage
39%
Manufacturing
Percentage of consumers who have stopped using/purchasing products because of how much water it takes to manufacture them.5
![Purchasing Behavior_China Mainland](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/Watermark-Study-2024-update/Purchasing-Behavior_China-Mainland-png.png?h=311&iar=0&w=551&hash=B914FA314EDA624DE74EFEDB6E78BD3F)
China*
![Purchasing Behavior_IMEA](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/Watermark-Study-2024-update/Purchasing-Behavior_IMEA-png.png?h=311&iar=0&w=551&hash=53591A8FC8D1A9648EE41E317304AA41)
IMEA
![Purchasing Behavior_Latin America](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/Watermark-Study-2024-update/Purchasing-Behavior_Latam-png.png?h=311&iar=0&w=551&hash=847E7E30223802B481D4085EBCC8A4F3)
Latin America
![Purchasing Behavior_Asia Pacific](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/Watermark-Study-2024-update/Purchasing-Behavior_Asia-Pacific-png.png?h=311&iar=0&w=551&hash=EE2D5443F1CD050B45C90B9F3AE3FABD)
Asia Pacific
![Purchasing Behavior_Europe](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/Watermark-Study-2024-update/Purchasing-Behavior_Europe-png.png?h=311&iar=0&w=551&hash=425B9800A7B5736894D58A5089A8F7B5)
Europe
![Purchasing Behavior_US](https://en-be.ecolab.com/-/media/Ecolab/Ecolab-Home/Images/Sustainability/Watermark-Study-2024-update/Purchasing-Behavior_US-png.png?h=310&iar=0&w=551&hash=D2304C472AAA00FBB3F117F985A07968)
United States
Advancing Water Stewardship
For over 100 years, Ecolab has worked to protect the resources vital to life by prioritizing water stewardship in our own operations and those of our customers. Across more than 40 industries worldwide, Ecolab helps businesses respond to climate and water challenges by minimizing their water use in critical processes. We help our customers drive lasting impact and achieve an exponential return on investment (eROI) by aligning climate, water, and business growth goals.
Our Expertise
Interested in water stewardship? Explore the following articles for news and trends related to water:
Our Solutions
With more than one trillion gallons of water managed annually, Ecolab combines Connected Chemistry™
with digital insights and industry expertise to drive sustainability and growth in tandem.
Learn more about how Ecolab can help you take a smart water management approach in your operations.
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Identify Opportunities with the Smart Water Navigator
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Take an Enterprise Approach with Ecolab Water for Climate™
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Manage Water Performance with 3D TRASAR™ Technology
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