Water Warriors

Published 06 June 2019

Author
Lisa Payne

Water shortages could affect five billion people by 2050 (UN Water, 2018). It now needs to be treated as our most precious resource, with consumer product brands leading the charge in waste management and regeneration. From small, mindful tweaks to large-scale, tech-driven innovations, we explore cross-industry best practice in water conservation.

In the US, nearly 1.2 trillion gallons of water is used for showering each year (US EPA, 2018), highlighting the wasteful nature of our daily beauty and personal care routines. Shrewd brands are developing innovative new products and tools to help consumers use less water without compromise.
Sustainable-minded brands are addressing the water footprint of the products they produce. With about one-third (33%) of consumers choosing to buy from brands they believe are doing social or environmental good (Unilever, 2017), water-saving initiatives and ocean-preservation strategies are inspiring positive change.
Water is a popular filler ingredient in products across beauty, but inspiration from waterless beauty experts in South Korea and increasingly complex travel needs have led eco-minded brands to innovate with waterless formulas. In particular, bar products are exciting consumers, with sales growth outperforming their liquid counterparts.
Vehicles that produce water as a byproduct, and solar panels that pull fresh drinking water from the air, are examples of a disruptive breed of water generators. These technologies will become necessary to daily living: the amount of water required to meet food demands in 2050 could reach between 10-13.5 trillion cubic metres a year (IME, 2013).

Water Warriors

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Topics

Advertising & Branding
Packaging & Graphics

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