2024 Ecolab Watermark Study Finds Water Concerns Are Changing Consumer Purchasing Decisions

Second global study reveals consumers in China, IMEA and Latin America have stopped buying products that use excessive amounts of water

SAINT PAUL, Minn.-Ecolab, a global sustainability leader providing water solutions and services, today announced the results of its second annual Watermark™ study, which tracks the state of water stewardship around the world.

This year’s study reveals that consumers remain highly concerned about climate change and their ready access to clean, safe water, and these concerns are reflected in their purchasing habits. Majorities of consumers in several regions say they have stopped purchasing products that use excessive amounts of water, including China (80%), IMEA (69%) and Latin America (65%).

Consumers also say they are willing to pay more for sustainably produced products, with large majorities across all regions willing to pay 1-4% more. This trend is most pronounced in China (93%), IMEA (86%) and Latin America (75%).

“ No matter how you look at the data, sustainability is top of mind for consumers,” said Christophe Beck, president and CEO, Ecolab. “ Today, companies are facing consumers who will stop buying their product and investors who are demanding better returns. Fortunately, prioritizing smart water management is a way to satisfy both parties, delivering positive financial results while protecting this vital resource.”

This year’s study confirms the trends identified in 2023 and includes new evidence:

Access to clean and safe water continues to be a primary concern , with most regions more concerned about their immediate access to clean and safe water than their future access. Those most concerned about water issues are in Latin America (90%), China (88%), and the United States (80%).
Consumers continue to hold businesses and governments most accountable for water conservation , but most still don’t think they care enough about the issue. This is particularly true in the United States, Europe, Asia Pacific and Latin America, where 42% to 51% of respondents believe these leaders care about water conservation.
Consumers also hold certain industries more responsible for reducing water use , with agriculture, food, beverage and manufacturing frequently cited as using the most water.
Consumers are losing trust in businesses and governments to address the water crisis , with less than 50% of consumers in the United States and Europe believing businesses and governments care about water conservation.

The Ecolab Watermark 2024 study also highlights where consumers differ by region and other audience demographics. In particular, population density was shown to correlate with consumers’ level of concern about climate and water issues. Consumers living in urban areas appear to be more concerned about climate change than their rural counterparts. This trend is most pronounced among urban consumers in Asia Pacific (85%) and the United States (74%).

“ While rural residents have long understood the potential impacts on climate, urban consumers are showing a new awareness of these challenges,” said Emilio Tenuta, senior vice president and chief sustainability officer, Ecolab. “ Whether it’s a prolonged heat wave, strained infrastructure or unequal access to clean air and water, these concerns are now at a heightened level for people living and working in the world’s major cities.”

In addition to the global study findings, this year’s U.S.-specific data reveals that:

73% of U.S. consumers think climate change is personally important to them, but less than 50% think business leaders and governments care.
Water concerns persist among U.S. adults, with access to water (71%) and the availability of clean, safe water (80%) raising significant concerns for the future.
U.S. consumers are willing to change their behavior to conserve water, with one-third (33%) refraining from purchasing products that use excessive water, and more than two-thirds (71%) believing water scarcity can be effectively addressed.

The second phase of the Ecolab Watermark Study was conducted in partnership with Morning Consult in early 2024 among a sample of adults from the general population and will continue to be conducted annually. To view aggregate and country-specific results, please visit the interactive dashboard at watermark.ecolab.com .

About Ecolab:

A trusted partner to millions of customers, Ecolab (NYSE:ECL) is a global sustainability leader providing water, hygiene and infection prevention solutions and services that protect people and the resources that sustain life. Backed by a century of innovation, Ecolab has annual sales of $15 billion, employs more than 46,000 people and does business in more than 170 countries worldwide. The company provides comprehensive science-based solutions, data-driven insights and world-class service to promote food safety, maintain clean and safe environments and optimize water and energy use. Ecolab’s innovative solutions drive operational efficiency and sustainability for customers in the food, healthcare, life sciences, hospitality and industrial markets. www.ecolab.com

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