The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
Learn moreEuromonitor addresses your unique questions and challenges across all B2B and B2C industries and geographies through custom, tailor-made research projects, designed to your specific goals.
Learn moreAug 2018
US$1,325Added to Cart
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
Water scarcity is rising in strategic importance to the Consumer Appliances, Home Care and Apparel industries. This affects regions at a crisis level now, with a long-term growing impact on consumer psychology and key buying priorities. Water is an opportunity for brands to differentiate, positively impact consumers’ quality of life, and help fulfil a duty of care around a crisis. This topic affects the high-growth emerging markets now - but long term, every market will be impacted by scarcity.
Files are delivered directly into your account within a few minutes of purchase.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
The African continent and especially the Middle East region suffer from extreme physical water scarcity across large portions of inhabited land. These regions withdraw large portions of precipitation from their ground water for human use, and the vast majority is needed for food production, placing strains on economic growth and needed infrastructures for societal progress and new technologies. India, on the other hand, has economic scarcity -it is one of the most water-affluent nations on earth with high levels of rainfall, but a lack of investment in infrastructure means enormous amounts of that water are lost, either to pollution or through leaks that remove more than 30% of the supply from the system. Physical scarcity needs a focus on new sources of water, but economic scarcity needs better water management policy and investment to solve the issue. The worst affected areas of economic scarcity show no signs of such change.
Large portions of the world live in a mindset of “abundance”, never giving consideration to water as a finite resource, taking for granted an endless and cheap supply. A water shock lies ahead for these people -scarcity will affect us all. The psychology of “crisis” hits during a water shortage and throws all assumptions and priorities in the air. Once this settles back to normality, it moves to “compromise” with water as more important.
20% of the human water “footprint” is embedded in agricultural and textile products and exported from one country to another for currency. The global trade system is based on embedded water, but the biggest exporters are running out, and cannot sustain the drain.
Desalination is the best technology so far, and even this falls short of solving the problem. Brands can improve quality of life for consumers in a water crisis, and have a duty to do more about water scarcity in product development and CSR programmes.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.