2025 Ecolab Watermark™ Study

The Ecolab Watermark Study is an annual report that measures the state of water stewardship through its importance, usage, responsibility and connection to global trends, such as artificial intelligence, smart water management and extreme weather events, among key consumer populations around the world.

The study serves as a vital roadmap for businesses, governments and non-profits to align water strategies with public expectations. By understanding public perspectives, we can make collective, informed decisions on how to safeguard water while supporting a more prosperous future for organizations and individuals alike.

AI and Water Smart Water Management Extreme Weather Water Partnerships Annual Trends

AI and Water

Recognizing AI as Both a Risk and an Opportunity for Global Water Stress

Synopsis

The Ecolab Watermark Study underscores AI's transformative potential for smarter water management, which relies on effectively addressing AI's water footprint and public expectation for responsible usage. AI can help address some of the very challenges it creates through improved insights and efficiency.

Feature Findings

1.While many consumers acknowledge AI's significant power and electricity consumption, fewer recognize its water use.
2.Consumers are optimistic about AI's potential to drive positive societal change.
3.Public support for AI's role in natural resource management is strong.

Many consumers acknowledge the significant power consumption needed to operate AI. However, fewer recognize its water footprint.

To the best of your knowledge, to what degree are each of the following resources used to power AI (Artificial Intelligence) operations?
*Top Two (A lot + Some)

Percentage who believe water used to power AI is diverting resources which leads to water scarcity for people:

United States

Europe

Asia Pacific

IMEA

Latin America

China

Dive deeper into AI

Smart Water Management

Consumer Optimism Rises for Global Water Management

Synopsis

Smart water management is key to sustainable business operations and meeting consumer expectations, making immediate action imperative for businesses.

Feature Findings

1.While most consumers see smart water reuse as a solution for businesses to help address water scarcity, fewer believe organizations are effectively putting these strategies into practice.
2.There is a strong expectation for businesses to invest in resilient water technologies and infrastructure.
3.Consumers are eager to prioritize businesses that use responsible water practices.

Most consumers believe smart water reuse strategies should be a priority for businesses to help address water scarcity. In contrast, a smaller portion believe businesses are effectively putting these strategies into practice.

How much of a priority do you believe each of the following water management practices should be for a business to reduce water scarcity?
*Top Two (Top Priority + High Priority)

Percentage who believe governments and businesses in their country are reducing, reusing, recycling, restoring and recovering water throughout their daily operations.

Governments

Businesses

Governments

Businesses

Governments

Businesses

Governments

Businesses

Governments

Businesses

Governments

Businesses

Dive deeper into Smart Water Management

Extreme Weather

Water-Related Natural Disasters are Driving Demands for Businesses to Mitigate Water Risks

Synopsis

Fueled by rising concerns related to extreme weather events including wildfires, heatwaves and floods, consumers are calling on businesses to invest in sustainable water solutions.

Feature Findings

1.People are concerned about water-related natural disasters affecting their families in the next five years.
2.Consumers believe changing weather and increasing natural disasters lead to increased water stress, including water availability and quality.
3.Individuals have adapted their daily habits to conserve water due to environmental impacts.

Consumers in all regions fear personal or familial impact from water-related natural disasters (drought, hailstorms, wildfires, floods) in the next five years. Latin America stands out with the highest near-term concern.

In what time frame are you concerned that you or someone you know will be negatively impacted by each of the following types of water-related natural disasters/severe weather events?
*Top Two (Today + 1-5 years from now)

Consumers believe changing weather and increasing natural disasters lead to increased water stress, including water availability and quality.

To what extent do you agree that climate change (changing weather, increasing natural disasters, etc.) leads to increased water stress, including water availability and water quality?
*Top Two (Strongly agree + Somewhat agree)

United States

Europe

Asia Pacific

IMEA

Latin America

China

Dive deeper into Extreme Weather

Water Partnerships

The Power of Partnerships: How Collaboration Can Help Solve Global Water Challenges

Synopsis

To address persistent clean water concerns worldwide, businesses, governments and communities must unite in collaborative partnerships to unlock solutions.

Feature Findings

1.Businesses and governments should be leading the charge to reduce challenges exacerbated by a changing climate.
2.Consumers across most regions consider businesses and governments similarly accountable for water conservation, and these entities are criticized more than individuals and non-profits for not doing enough to address water conservation.
3.There is a prevailing sense of hope that water concerns can be effectively addressed.

No single entity can prevent water challenges on its own. Therefore, calls for businesses and governments to lessen climate-related challenges are ringing from every region.

To what extent do you agree it is important that governments and businesses in your country prioritize efforts to lessen the impact of climate change?
*Top Two (Strongly agree + Somewhat agree)

Governments

Businesses

Governments

Businesses

Governments

Businesses

Governments

Businesses

Governments

Businesses

Governments

Businesses

There are signs of optimism regarding the ability to address these concerns, as more than 60% of consumers in each region believe that water scarcity can be effectively addressed.

To what extent do you agree water scarcity can be effectively addressed?
*Top Two (Strongly agree + Somewhat agree)

United States

Europe

Asia Pacific

IMEA

Latin America

China

Dive deeper into Water Partnerships

Annual Trends

Notable Water Trends from the Last Three Years

Synopsis

Although concerns are still high, consumers are more optimistic in the ability to mitigate water-related challenges.

Feature Findings

1.Access to clean and safe water remains a critical global issue. Yet, concerns about water scarcity have decreased, and there are signs of optimism regarding the ability to address these concerns.
2.Agriculture continues to be the industry deemed most responsible for using the most water.
3.Consumers continue to exhibit a preference for purchasing from brands that demonstrate greater environmental consciousness.

Access to clean and safe water remains a critical global issue, with significant concern particularly noted in Latin America, China and the United States.

Overall, how concerned are you about the following issues in your country?
*Top Two (Very concerned + Somewhat concerned)

United States
Europe
Asia Pacific
IMEA
Latin America
China

Concerns about water scarcity have decreased, and there are signs of optimism regarding the ability to address these concerns.

To what extent do you agree or disagree with the following statements about water usage and water scarcity?
*Top Two (Strongly agree + Somewhat agree)

2025
2024
2023

Water is scarce in my country

Water is scarce globally