There is increasing “noise” around the impending water crisis and the greater degree of water scarcity. In February, parts of England were put on drought alert, reflecting reduced levels of rainfall over the past two winters, while other parts of England have more than sufficient supplies. In March, the European Environment Agency identified that a lack of water resources could threaten Europe’s productivity, and that in some river basins water scarcity continues to worsen. Water scarcity is an issue; it is a local problem but has global implications for society and business.

The reality is that pressure is mounting on the world’s freshwater resources. Globally, demand for water is increasing faster than population growth. In a report issued in March, UNESCO stated that by mid-century the world will need 70 percent more water than it uses today. The report predicts that these com