Concerns about access to safe, clean water are higher among older consumers, a new study by Ecolab has found.
Conducted in partnership with Morning Consult, the Ecolab Watermark Study surveyed more than 25,000 consumers across 15 different countries. It found that concerns over water scarcity is high across all generations, with three in four consumers across the board indicating signs of concern over access to clean, safe water.
Baby Boomers, however, are notably more concerned (82%) than those in the Millennials (78%) and Generation Z (74%) age brackets, the study found.
Generation X consumers, along with Baby Boomers, also advocate strongly in terms of concern, urgency, and the need to act today.
Elsewhere, Generation Z consumers are less inclined to be concerned today (41%) and more concerned about what will happen in the future (56%), according to Ecolab‘s study.
Across all respondents, safe water emerges as one of the foremost environmental concerns for most generations, alongside other critical global issues such as pollution and climate change.
Consumer concerns
“We know that consumers around the world are concerned about the water crisis, and they want companies to be part of the solution,” commented Christophe Beck, chairman and CEO, Ecolab.
“Fortunately, companies can achieve profitability and support sustainable outcomes through smart water use. Ecolab’s commitment to its customers is not just about change – it’s about helping companies drive business performance and grow fast while making a net positive impact on the world.”
Ecolab Watermark Study
In its Ecolab Watermark Study, the group noted some of the contributions it has made to improving access to clean water around the world.
In 2023, Ecolab conserved 220 billion gallons of water, aiming for 300 billion by 2030. Through initiatives like Ecolab Water for Climate and Alliance for Water Stewardship (AWS), it seeks to promotes sustainable business practices, as well as investing in water access projects and leading the California Water Resilience Initiative.
‘Accelerating change through the power of water is core to Ecolab’s purpose to improve the health of people, planet and business around the world,’ it noted.
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