Appetite for the world’s most important resource continues to grow – from water use in industrial processes and agriculture to intensity of urban demand. By 2030, according to the UN, total global water demand is expected to exceed supply by 40% and approximately half of the world’s population will suffer from water stress.

The world needs to move away from a systematic ‘take-make-consume-dispose’ behaviour. This linear model assumes that resources are abundant, available, and cheap to dispose of. By embracing ‘circular economy’ principles and technological innovation, we can preserve natural capital, optimise resources and improve system efficiency to boost sustainability and bring new market dynamics throughout the water cycle.