2025 Ecolab Watermark™ Study
The State of Water Stewardship by Country
Dive deeper into water stewardship on a more local level
Brazil
Recognizing AI as Both a Risk and an Opportunity for Global Water Stress
While many consumers acknowledge AI's significant energy and electricity consumption, 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:
*Top Two (Strongly agree + Somewhat agree)
Consumers believe AI can be used to mitigate climate impacts and will have an overall positive societal impact.
To what extent do you agree or disagree with the following statements?
*Top Two (Strongly agree + Somewhat agree)
To what extent do you agree or disagree with the following statements?
*Top Two (Strongly agree + Somewhat agree)
Consumer Optimism Rises for Global Water Management
While most consumers consider smart water reuse strategies a priority for businesses to help address water scarcity, a smaller portion believe they 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.
*Top Two (Strongly agree + Somewhat agree)
The vast majority of adults across all regions believe businesses should invest in technologies and infrastructure that make water resources more resilient.
To what extent do you agree or disagree with the following statements about responsible water usage?
*Top Two (Strongly agree + Somewhat agree)
Consumers recognize circular water strategies lead to long-term sustainability of natural resources and are keen to learn about businesses with responsible water practices.
To what extent do you agree or disagree with the following statements about responsible water usage?
*Top Two (Strongly agree + Somewhat agree)
Water-Related Natural Disasters are Driving Demands for Businesses to Mitigate Water Risks
Global Majority Fears Personal Impact from Water-Related Disasters in the Next Five Years
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, melting glaciers, increasing natural disasters, etc.) leads to increased water stress, including water availability and water quality?
*Top Two (Strongly agree + Somewhat agree)
Over two thirds of consumers globally recognize that using less water helps the environment.
To what extent do you agree using less water helps the environment?
*Top Two (Strongly agree + Somewhat agree)
A majority of consumers have already used less water in their day-to-day life because of climate impacts and 60% say they are willing to use reused and recycled water.
How much do you agree with the following statements about climate impacts?
*Top Two (Strongly agree + Somewhat agree)
Consumers overwhelmingly expect businesses and government to prioritize climate mitigation.
How important is it that governments and businesses in your country prioritizes efforts to lessen the impact of climate change?
*Top Two (Strongly agree + Somewhat agree)
The Power of Partnerships: How Collaboration Can Help Solve Global Water Challenges
Calls for businesses and governments to lessen climate-related challenges ring from every region.
To what extent do you agree governments and businesses are reducing, reusing, recycling, restoring and recovering water throughout their daily operations?
*Top Two (Strongly agree + Somewhat agree)
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)
Consumers across most regions hold businesses and governments nearly equally accountable for water conservation, but there is still criticism towards these entities for not doing enough to contribute compared to individuals and non-profit leaders.
What share of responsibility should each of the following entities have when it comes to conserving water in your country?
*Mean %
How much have each of the following done to date to conserve water in your country?
*Top Two (A lot + Some)
To what extent do you agree governments and businesses are committed to conserving water resources?
*Top Two (Strongly agree + Somewhat agree)
Consumer expectations for conservation funding remain consistent, with most responsibility placed on government and businesses.
How much should each of the following be responsible for funding efforts to conserve water in your country?
*Top Two (A lot + Some)
Consumers expect businesses and governments to invest in water conservation technologies.
To what extent do you agree or disagree that water conservation efforts should be funded by the following efforts?
*Top Two (Strongly agree + Somewhat agree)
Notable Water Trends from the Last Three Years
Access to clean and safe water remains a critical global issue.
Overall, how concerned are you about the following issues in your country?
*Top Two (Very concerned + Somewhat concerned)
- Clean and Safe Water
- Access to Water
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
Water scarcity can be effectively addressed
The perception that water issues are an immediate problem has lessened across most regions, and they are instead shifting their focus to future challenges related to water scarcity and quality in the next five years.
When you think about the following issues, over what timeframe are you most concerned about them?
*Top Two (Today + 1-5 years from now)
- Clean and Safe Water
- Access to Water
Agriculture and Food and Beverage Manufacturing continue to be seen as the industries deemed most responsible for water use.
Which industry do you think is currently responsible for using the most water in your country?
- 2025
- 2024
- 2023
Agricultural
Food and Beverage Manufacturing
Consumers continue to demonstrate a willingness to change purchase habits in favor of brands that are more environmentally friendly.
To what extent do you, personally, agree or disagree with the following statements?
*Top Two (Strongly agree + Somewhat agree)
- 2025
- 2024
- 2023
I have stopped purchasing/using a product because of how much water it takes to manufacture it
I have switched to a product/brand because it is more environmentally friendly
I have increased my loyalty to a product/brand that is more environmentally friendly
Dive deeper into annual trends:
The research for the Ecolab Watermark™ Study was conducted between March 6 and March 20, 2025, among a sample of general population adults across six global regions—United States, Latin America, Europe, Asia Pacific, India/Middle East/Africa (IMEA) and China—to provide a comprehensive overview of water stewardship. The interviews were conducted online, and results from the full survey have a margin of error of plus or minus 2–3 percentage points. Some geographies may be weighted with fewer variables depending on local census data availability.
The China research excludes Hong Kong, Macau and Taiwan.
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