To improve water stewardship and communications, companies need to embrace more transparent, direct disclosure and real impacts in nature that avoid technical, jargon-heavy terms, which are not engaging or credible for most audiences. This is one of the key findings and vital shifts identified in The Future Water Agenda: How water can lead the way for sustainability and collective action, a new report from GlobeScan and WWF.
In our global survey of over 350 experts, the most meaningful and credible descriptions for water stewardship targets are “restoration of nature and ecosystems” (49%), “science-based” (42%), and “protection of rivers, lakes, and wetlands” (40%). In comparison, experts consider “water positive” (13%), “nature positive” (12%), and “replenish” (8%) to be the least meaningful and credible of the options presented. Similarly in our public opinion research, people rank “protect rivers, lakes, and other water-based habitat/nature” much higher than “use less water in operations and supply chains” in terms of the most important water-related goals for an environmentally responsible company.
Our research points to three reasons for low levels of awareness and engagement related to companies’ water stewardship activities: 1) most companies don’t talk about water very often or via channels that reach many stakeholders; 2) water-related communications usually involve a heavy emphasis on data and methodologies like “water positive” and “replenish” that are not very relatable or compelling for most stakeholders; and 3) corporate communications on water focus too much on water – especially quantity/efficiency whereas pollution or ecosystem restoration are more likely to gain traction with the public based on our research.
WHAT DOES THIS MEAN?
Going forward, experts call for companies to improve transparency and disclosure and communicate in ways that are more relevant, tangible, and engaging for target audiences and stakeholders by linking water more to climate, nature, and people. Companies can highlight the many important ways that water links, shapes, and contributes to powerful, nature-based solutions for climate resilience, adaptation, and mitigation. The public strongly associates water with nature and conservation, and linking water to nature offers the upside of opportunities for restoration, progress, and positive stories. More compelling corporate communications and engagement on water stewardship can help stakeholders understand why issues and programs matter to them and the company’s business and how both stand to benefit from company actions and investments.
The Freshwater Challenge (FWC) is a strong pathway to protect and restore nature. The FWC is a global, country-led initiative that aims to restore 300,000 kilometers of degraded rivers and 350 million hectares of degraded wetlands by 2030. Companies can advocate for countries to join the 50+ signatories and contribute to restoration efforts.
Supported by 20 member companies, the Future Water Agenda report and shared research program led by GlobeScan and WWF included a global survey consultation with over 350 expert stakeholders in 63 countries, a public opinion survey of 30,000 people across 31 countries and territories, 29 in-depth interviews with experts across sectors, and research on NGO campaigning on water issues by SIGWATCH.
Survey Question: Of the following terms and/or concepts that companies can use to describe their water stewardship targets, which ones do you believe are most meaningful and credible? Select up to three.
Source: GlobeScan & WWF Shaping the Future Water Agenda (Survey of 352 water and sustainability experts across 63 countries and territories in November ‒ December 2024)
