Ecolab, a leader in global sustainability focused on water solutions and services, today revealed insights from its third annual Ecolab Watermark™ Study, which examines water stewardship worldwide. This year’s findings emphasize the relationship between water and pressing global trends, such as emerging business opportunities stemming from the rapid advancement of artificial intelligence (AI) and growing consumer concerns regarding its effects on essential natural resources.
The Watermark Study indicates that a significant number of consumers across fifteen countries grasp the energy demands associated with AI, yet a much smaller percentage recognize its concealed impact—the substantial water required for producing AI technologies and running data centers. In the United States (U.S.), only 46% of consumers are aware of water usage in AI operations, compared to 55% who acknowledge energy consumption. This awareness gap is even wider in regions like Asia Pacific and Latin America.
“By 2050, the global population is expected to increase by nearly 30%, necessitating a 47% rise in energy consumption. Water demand will continue to escalate, yet by 2030, we anticipate a 56% water shortfall,” stated Christophe Beck, chairman and CEO of Ecolab. “The AI surge is influencing this future, unlocking potential for new business growth and transformative innovations. However, with new data centers launching weekly and fabrication plants coming online monthly, while we can enhance energy production, we cannot generate more of our most crucial resource—water.”
“Currently, only 20% of industrial wastewater is reused, and less than 10% in the microelectronics sector. We view wastewater as an engineering flaw and a lost opportunity for driving business growth. At Ecolab, we believe the answer to the AI resource challenge lies within AI itself. By leveraging AI for data analytics, real-time monitoring, and temperature regulation, we can develop industrial water management systems that require less water than a car wash.”
The Watermark Study shows that most consumers believe companies should invest in technologies and infrastructure that lessen AI’s impact on natural resources. It also uncovered a trust gap—consumers are skeptical that businesses will manage their water usage responsibly. A majority feel that smart water management practices, such as water reuse and recycling, should be a priority for companies to tackle water scarcity. However, they doubt that businesses and governments are implementing these strategies effectively. Skepticism is particularly pronounced in the U.S. (43% and 42%), Europe (44% and 41%), Asia Pacific (48% and 48%), and Latin America (48% and 46%).
“Global consumers understand that effective water management is crucial for a sustainable future, and they expect businesses to lead with innovative technologies and transparent actions to make this vision a reality,” said Emilio Tenuta, chief sustainability officer at Ecolab. “Companies have the chance to harness AI’s capabilities to provide impactful water solutions that address local community needs while fostering innovation and business growth.”
The Watermark Study also examined consumer attitudes toward water-related extreme weather events and global water availability. While concerns about water scarcity persist, consumers remain hopeful that these challenges can be effectively managed.
The Ecolab Watermark Study was conducted in collaboration with Morning Consult in March 2025. Participants included a representative sample of adults from the general population across Asia Pacific, China, Europe, Latin America, India/Middle East/Africa, and the U.S. The online survey encompassed selected countries within each region to offer a comprehensive overview of water stewardship where it is most pertinent.
Source: Ecolab
