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.