Visions of a dry future: Experts predict global water crisis is worse than anticipated; businesses face sweeping transformation

Population growth, urban development, farm production, and climate change are increasing competition for fresh water and creating shortages so acute that virtually every industry in the world anticipates sweeping transformation over the next decade in strategic planning, production practices, and business models.

That's the conclusion published here today of a new global opinion poll of more than 1,200 sustainability experts conducted by GlobeScan, an international public opinion polling firm based in Toronto, and SustainAbility, the London-based think tank and business strategy consultancy.

The key points:

• Experts project that the depletion of global water resources will be more rapid, severe, and complex than previously anticipated;
• Changes across nearly all sectors of the global economy are expected as a result of water shortages;
• Companies should be prepared to address increasing pressure for responsible water consumption practices - expect greater regulatory action and stakeholder activism.

It's rare that we have this kind of collective intelligence, an oracle of sorts. It's also unique that most sustainability experts agree on one thing: that water issues will have dramatic impact on how companies do business around the world.

This parallels our recent Circle of Blue Globescan WaterViews public opinion survey six months ago that found that people around the world view water issues as the planet's top environmental problem, greater than air pollution, depletion of natural resources, loss of habitat and even climate change.

"These findings should sound the alarm for companies that haven't yet established robust water strategies," Chris Coulter, senior vice president at Globescan, told us. "This is about literally retaining license to operate in many parts of the world."

While climate change has held the spotlight, experts and the public believe and understand that global warming will be most visible through its impact on water.

The SustainAbility Survey coverage

WaterViews public opinion survey coverage

 

Follow J. Carl Ganter on Twitter: www.twitter.com/circleofblue

Comments

[Chris Hanson]

09:43 AM on 03/17/2010

This is the typical situation of going from bad to much worse before any effective change will be initiated. It's an unfortunate fact that we won't see action on the viable options available to reduce fossil fuel consumption and improve water efficiency to a sustainable level until we have absolutely no other alternative. We use a vast amount of our fresh water resources to produce energy and likewise it requires a lot of energy to provide potable water. You don't get one without the other on the scale necessary to sustain world demands. We have the ability and the technology to do what is needed, but $$ money rules global politics and until this is changed global politics will continue to do what best lines the pockets of the few in power while the masses of the general public are left to suffer the consequence of those choices.

Chris Hanson
[e-mail]

[Overtone]

02:30 PM on 03/16/2010

INEXPENSIVE ENERGY WILL SOLVE THE WATER PROBLEM!

Water might begin to replace oil in the not-too-distant future.

Future cars can become substantial power plants when parked, ending any need to build coal or nuclear plants - demonstrating that there are far less expensive alternatives to all fossil fuels.

See the articles at: http://www.aesopinstitute.org

To read about about water as fuel, see the “hydrinos” story at: www.american-reporter.com

Scientists understandably have a hard time accepting the claims of radically new science. More laboratories must repeat the experiment published by Rowan University, also successfully performed by GEN3 Partners, who advise Fortune 100 firms. One of the national labs would be a great venue.

As new technology, using water as fuel, is demonstrated and reaches the market, it will become increasingly difficult to ridicule or deny.

Following the Pearl Harbor attack, within a few months bombers rolled off the assembly line at Willow Run every 59 minutes.

Radically new technologies are inherently far less complex and extremely cost-competitive.

Imagine what a 24/7 development program could accomplish!

Desalination is presently expensive due to the cost of energy. When energy is cheap, the large puddles we call oceans can supply water everywhere at reasonable cost. Pipelines can pump it where needed, with pumps using inexpensive energy.

[Hanel Acevedo]

11:23 AM on 03/16/2010

There is a two year old concept that seems to be quickly becoming a new fad or zeitgeist, it is called a Resource Based Economy. This concept challenges the current market based economy. In a market based economy, the products and services that are available to us are the best that competing companies can provide, but very often as with the auto industry, company A and B have to compromise quality to meet some kind of price equilibrium that consumers will tolerate and help them remain competitive. But in a Resource Based Economy, the products turned out directly reflect the latest technological knowledge and made with the highest quality and durability possible because price and sales are of no concern. This proposal eliminates the need for money, for we have seen the devastating results when humanity uses money to ration the resources. The world's resources should be considered common heritage of all the world's people and therefore enabling for the most efficient use of these resources to achieve the highest standard of living we could provide.
Politicians always ask how much would a project cost, but the question always has been "do we have the resources?". And yes we do, we have enough resources in the world to provide for a more powerful lifestyle than the wealthiest capitalist today through the intelligent application of technology for automation.
I understand that this is a very vast topic, here is a presentation on it...

http://video.google.com/videoplay?docid=3932487043163636261#

[Hanel Acevedo]

11:22 AM on 03/16/2010

Hello,
I appreciate your post but you don't go far enough. The water shortage looming is only one problem we face as a species, there is also the peak oil issue. Experts predict that by 2030, we will be burning 10 barrels of oil for each 1 barrel that we discover, and if we want to put up a new energy infrastructure it will cost $22 trillion. We certainly don't have the money, but we have more than enough resources...

[J. Carl Ganter]

12:25 PM on 03/16/2010

Indeed. And these challenges are all connected. Just take a few moments to study the linkages between water and energy. The decisions we're making now need to be informed by the best data, and biggest thinking.

[J. Carl Ganter]

11:00 AM on 03/16/2010

Interesting that some folks have pointed out that water issues have for so long been seen as charity, "over there," liberal or not of interest to business. This survey reaches deep into the future economy and finds some darkness. It also lays out a list of solutions. Many business are taking this very, very, very seriously, far beyond their CSR heart and soul.