Over the last few years, the conversations around water have been stuck in the same cycles of shortages, depletion, and future risks. While these conversations keep making headlines, actions from businesses have been slow. The issue is that water conservation has often been seen as an environmental duty rather than a business priority, and that needs to change. It’s time for a new approach, one that moves beyond simply “saving water” to becoming water positive.

According to the UN, nearly two-thirds of the world’s population could face water shortages in 2025. This looming crisis demands urgent action, not just from governments, but also from businesses that rely on water for their operations.

During the 1970s, when companies experienced an energy crisis, fuel shortages forced them to reconsider their usage of power and businesses were forced to innovate. What began as a scramble for energy efficiency sparked a wave of ingenuity, leading to breakthroughs in energy-efficient technologies, smart grids, and even policy changes. Today, energy efficiency isn’t just a good practice; it’s a competitive advantage.

The same shift needs to happen with water. Businesses can no longer afford to treat water stewardship as a CSR afterthought. It needs to be a boardroom priority, a core element of business strategy that drives cost savings, builds resilience, and strengthens stakeholder trust.

From conservation to innovation

Saving water has, for a long time, been about using less. And while that is important, it is not sufficient. 

WWF’s 2023 report titled The High Cost of Cheap Water highlights how the degradation of rivers, lakes, wetlands, and aquifers threatens approximately $58 trillion in economic value globally. This is why businesses need to do more than just reduce their impact. They need to create a positive one. That means reusing water within operations, investing in better systems, and collaborating with communities to protect local water sources.

Just as businesses found smarter ways to use energy, it is crucial now to drive innovation in water management. While some industries have also opted for circular water operations, where water is treated and reused instead of being discarded, others are redesigning their processes to rely less on freshwater and explore alternatives such as rainwater harvesting and desalination. The shift is already happening.

Making water a business advantage

Managing water efficiently is not a matter of risk avoidance. It is a smart business move. Lower water use leads to lower costs. Reduced water systems make businesses more resilient.

Sustainability is not just about saving the environment; it is key to a company’s long-term success. Those who act now will be ahead of future rules, and better prepared for shifts in people, climate, and policy. Investors and customers are increasingly concerned with the origins and manufacturing processes of their products. Companies that can demonstrate that they use water properly will attract customers that value sustainability.

Why businesses need to take the lead

Water management can no longer be considered an optional responsibility by businesses. Long-term stability, cost of operations, and supply chains are already being affected by water shortages. By maximising productivity, water conservation, and natural resource replenishment, companies that move early can not only mitigate risks but also gain a competitive edge. By building trust with investors, consumers, and communities, water positivity is shaping up to be the next big shift in corporate sustainability, and businesses that lead this change will not just meet new standards but set them.

The leaders of this shift will determine the future of their industries. The question is how fast they will move, not why they should move at all.